• Street Fight, Wednesday, March 23, 2016 10:07 AM

Writing on Street Fight, JB Brokaw, president for Sociomantic Labs, North America, says that Foursquare is moving in the right direction by getting into the analytics business and attempting to solve attribution issues. But, its solution doesn't go far enough because "as a standalone it still suffers from the same issue that plagues the online industry: single-point attribution." Foursquare, which now positions itself a “location intelligence” company, calls its product Attribution Powered by Foursquare and the goal is to help brands measure how media impacts foot traffic in brick-and-mortar locations. Brokaw writes: "The most accurate attribution models are those that give credit to not only the final media touchpoint preceding an action (for online, the famed 'last click'), but to all of the assisting touchpoints that might influence a person to act—whether it’s walking into a store, searching for a brand name, or engaging with a mobile banner."

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