5 Online-to-Offline Attribution Tools for Merchants

Seventy-nine percent of consumers say they research prices online before making purchases in person. Without the ability to identify which digital channels are most effective, merchants have no opportunity to optimize their strategies or understand the growth opportunities within online channels.

Street Fight Hyperlocal Analyst Predictions for 2016

With 2015 drawing to a close, it’s time again to look ahead to what we can expect in the hyperlocal space in 2016. This year, we did things a little differently. We invited our regular analyst contributors to 1) weigh in on what they felt would be a “sure thing” in the coming year, 2) offer a prediction on something that might get big (but might not happen), and 3) identify something that hyperlocal marketers and merchants really don’t need to worry about. This is the first of several predictions pieces we will feature this week.

Can Facebook Win Local?

Facebook is known universally for its social networking features, but the company has quietly but consistently been rolling out a set of tools to make it the go-to platform for SMBs. From social buy buttons, call functionality, and Pages to messaging and free beacons, Facebook is staking its claim to online, offline, and online-to-offline marketing and commerce for SMBs.

Estimote’s Cheney: Beacons Will Solve Online-to-Offline Attribution

There’s never been a good way to attribute the actions consumers take in the physical world to what they do online. Beacons are the answer to the attribution loop problem, said Estimote co-founder Steve Cheney.

Placed Adds New Partnerships to Attribution Network

Placed, which connects ads to in-store visits, has announced the addition of several new partners to its network of over 80 companies that use the service to measure the impact of advertising on offline store visits…

Street Fight Daily: Lyft Eyes Big New Round, Groupon Sells Beacons

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Ride-Hailing Service Lyft Is Said to Be in Talks to Raise $250 Million (New York Times)… Expedia Buying Orbitz for $1.6 Billion (Skift)… Online-To-Offline Metrics Increasingly Available, Important To Marketers (Search Engine Land)…