For 4INFO, ‘Measuring What Matters’ Means Sales Lift, Not Just In-Store Traffic
Over the last few years, 4INFO has positioned itself as a mobile attribution specialist for enterprise retail businesses — a long leap from its beginnings 10 years ago as an early SMS ad generator.
The company released its first “benchmark study” with shopper data provider Catalina that sought to make the case for emphasizing in-store sales lift as the main metric retailers need to worry about. As a follow-up, 4Info’s Chuck Moxley talked about the company’s growth strategy as well as what he feels is the wrong way to use geo-data. (Hint: Geo-fencing is not the best use of brands’ marketing dollars.)