With the convergence of technology, big data, attribution and the Internet of Things, smart marketers are connecting on and offline behaviors to make meaningful connections with consumers. As CMO for a location-based video network, I, too, focus much of my efforts on surveying my locations (high-rise office towers, hotels, condos and suburban offices) to gain additional insights on the movements of consumers, their buying behaviors and attitudes, and most importantly their response to my content and advertising.

Consumers’ smartphone usage and their online shopping habits are driving this influx of information. According to Captivate’s Office Pulse research on white collar consumers, the growth in retail shopping online since 2012 has more than doubled for most categories (excluding Health and Beauty, Books and Clothing). That means there’s a wealth of data available to retailers looking for smart ways to cash-in on consumer insights.

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