There’s lots of talk about attribution these days, especially attributing offline sales (most U.S. commerce) to online/mobile engagement. This is where the challenge points come in…connecting atoms to bits.
Nowhere is this embodied more than xAd‘s recent Pandora Jewelry campaign to tie billboard views to nearby purchases. It did this using mobile location tracking to link users’ billboard proximity to subsequent conversions.
In other words, this isn’t the ever-popular online-to-offline (O2O) topic. It’s the more challenging offline (billboard)… to online (mobile/location tracked billboard view)… back to offline (nearby store purchase).