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K’necht to Address SMX East

On September 27, 2016, Alan K'necht will addressing the attendees at SMX East (http://marketinglandevents.com/smx/east/) on the subject of "Beacons & Beyond: Offline Conversions And Online Retargeting" along with fellow presenters Manny Rivas VP, Client Services, AimClear and Ray Rotolo SVP, Out-of-Home, Gimbal. K'necht address will focus on the lessons learned through a project he was involved in developing the measurements and analytic solution for Digital Out of Home (DOH) installations and beacons deployed at Toronto's Billy Birshop Airport. Below is the session description from the SMX East website:
"Mobile devices now make it possible to track online-to-offline store visits and conversions. Marketers can also retarget store visitors online, using beacons and other methods. As these new tactics become increasingly common, "proxy metrics," such as impressions, clicks and views, will be replaced over time. Imagine being able to optimize campaigns against store visits instead of CTR; it's starting to happen. This session explores current offline attribution methods and online retargeting, as mobile collapses the distinction between the digital and real worlds."
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