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Metrics Go Offline: Google’s Real-World Data Push

January 12, 2015

One of the unexpected repercussions of the advent of Big Data is increased expectations. The internet revolutionized marketing by bringing huge amounts of data to marketers’ fingertips: suddenly, marketers could understand just who their ads were reaching, and not only that, but how they were being reached and how they were interacting with that advertisement. This lead to a massive expansion of what marketers could be expected to know and do. Impressions, engagement, and clicks became metrics to live and die by.