How mobile will soon let retailers track every transaction

09/7/2011 | Business Insider

A convergence of mobile phones and new technologies, including near-field communications chips and location-based services, will soon arm merchants with the ability to track each customer transaction and tailor efforts to individual consumers based on their searches, the ads they looked at and their previous purchases, writes Adlucent founder Michael Griffin. The shift, led largely by Google, will help marketers close the loop between online and offline sales, he writes.

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