New Tool Links Mobile Ad Clicks to Store Visits

Mobile behavioral targeting firm Sense Networks has introduced a tool called 'mClick-to-Visit Analytics', which reports when a mobile user who has clicked on an ad makes a visit to the retailer's physical store.

The firm applies mobile location and behavioral targeting data to connect brands with relevant mobile users through mobile ads. Using a three-pronged approach, its new tool measures the users' proximity to the store; works with Research Now Mobile to field real-time mobile shopper surveys; and uses the observed location data, survey results, and location-based behavioral features to make predictions about store visitors.

Sense obtains its data from its MacroSense platform, which receives streaming location data from mobile phones in real-time - currently 170 billion mobile user location points per month - then processes and analyzes it.

CEO David Petersen (pictured) comments: 'While click-through-rates have been useful to show how many users are viewing an ad, they can't prove that it has led the user to take action. mClick-to-Visit Analytics is changing how marketers think about and measure the effectiveness of a mobile ad campaign.'

Web site: www.sensenetworks.com .