"One of the great ironies about the mobile revolution has been that while digital ad impressions are easy to track, using that data to determine mobile ads’ efficacy has proven a challenge. Many brand marketers are still left wondering how much retail lift the ads actually achieve — and as a result they are perhaps a little more conservative with their budgets than if they could see the direct relationship. A number of companies in the local space have spent the last couple of years working on this attribution problem, and some believe their efforts are starting to come to fruition."
Read more at StreetFight
Watch Jon Carder speak about revenue generation from online to offline commerce: