Why is online-to-offline [O2O] measurement such a big hurdle for the travel industry?
Cree Lawson:
The hardest part of measuring an arrival is not so much where the device is, but where the device is from. A pitfall of mobile marketing is you aim at a fixed audience that can be in a variable area. By targeting ads to Times Square, you might hit a few New Yorkers as well as people from all over the world. Everything is a moving target in mobile.
If you just look point to point—this device was here and it went there—you can get a lot of noise with your signal.
