Marketers need to begin looking at data differently. I can't say it loud enough. For many retailers, marketers, and buyers, there is a huge missed opportunity in mobile apps -- not with cross-device attribution or location-based tracking and targeting with beacons, but in terms of search data in the app showing unmet demand. This was brought to my attention by Point Inside, a startup that built a mobile application for retailers to help consumers find products on their store shelves. The model would turn marketing into a revenue-generating business rather than one that spends.