MarTech Today: Online-offline attribution from Google, Sito Mobile & Go2mobi, & the importance of “near me”

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.

From Marketing Land:

• Better in-store attribution is here
  Apr 22, 2016 by Mona Elesseily
  Closing the online-offline attribution gap is difficult, but strides have been made in recent years. Columnist Mona Elesseily discusses some of Google’s innovations in this area and how they might be expanded in the future.
• Mobile attribution moves deeper into the material world with Sito Mobile and Go2mobi announcements
  Apr 21, 2016 by Barry Levine
  Sito adds Cardlytics purchase data to its Real-time Walk-in tech, while Go2mobi partners with Placed for a new layer of in-store tracking.
• Why “near me” is critically important for multi-location businesses
  Apr 22, 2016 by Jason Decker
  As searchers become increasingly mobile, hyper-local searches are on the rise. Columnist Jason Decker believes that multi-location businesses stand to benefit the most.

From Around The Web:

• What Marketers Need to Know About Data Scientists, www.marketingprofs.com
• OMG: You Won’t Believe What BuzzFeed Is Doing to Advertising, contently.com
• Flipagram Launches In-App “Ephemeral” Camera, www.businesswire.com
• PulsePoint Enables Publishers to Bypass Waterfall Inefficiencies with Header Bidding; Average CPM Increases 147%, www.businesswire.com
• Create B2B Marketing Automation that Leaves No Lead Behind, www.cmswire.com
• Demystifying the Role of Artificial Intelligence in Marketing and Advertising, www.emarketer.com
• Snapchat lets you Face-Swap with your camera roll, drops paid replays, techcrunch.com
• 3 powerful use cases in VR’s thrilling new frontier, venturebeat.com

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.