Online-to-offline attribution for businesses driven by local search is slowly making its way from fantasy to reality. To many in the industry, the idea of making these connections between marketing impressions and dollars spent seems like it could be the holy grail — giving proof positive to businesses that their marketing dollars are well-spent, and unlocking further budget.
At Street Fight Summit West in San Francisco earlier this month, a morning panel dissected the latest and greatest local attribution methodologies and trends, speaking both of the importance of measurement and the methods by which tech companies are getting ever closer to achieving it. The panel, which was moderated by Local SEO Guide’s Andrew Shotland, included Moz CEO Sarah Bird, SweetIQ CEO Mohannad El-Barachi and Foursquare biz dev VP Mike Harkey.
Photo Credit: Shana Wittenwyler