How mobile is bridging brick and mortar’s data gap

Smart marketers know that offline marketing techniques like in-store promotions, events, and free samples are powerful techniques for delighting customers and driving sales. The challenge? There’s limited data to prove it. Meanwhile, the Internet has spoiled us. Thanks to tools like Google Analytics and KISSMetrics, we have more data than we can handle – we can track everything from lifetime value to user acquisition costs, and acquisition models. We laugh at brick-and-mortar and call it “old school,” making absurd claims that online mega-conglomerates are making our favorite stores obsolete. The days of the shopping mall are dead, right? Not so...



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