• by Laurie Sullivan , Staff Writer @lauriesullivan, March 19, 2012

Pay attention to the dynamics of the purchase process, said Wister Walcott, cofounder and vice president of products at Marin Software. Brands have begun to focus on keeping track of in-store conversions originating online, but several factors come in to play that marketers need to watch, he said during a mobile breakout session at OMMA Global on Monday. A large bedding supplier saw conversion rates climb in cities that didn't have an outlet, but it turns out they bid more on keywords for those cities. He didn't elaborate on the return on investment.