<p>When I attended the annual Digital Signage Expo a couple of weeks ago in Las Vegas, it was clear that a significant shift had occurred since the last time I attended, in 2012. There is a clear and growing interest in measuring signage impact in offline environments. Awareness of this issue has evolved from an interesting concept to an active desire to implement technologies that accurately measure messaging and its impact on shopper behavior.</p><p>Offline, in-store environments historically have had limited tools for measuring impact of any marketing effectiveness, reach, or exposure. But mobile location technologies with geofence capability measure shopper behavior and produce actionable data sets, opening new opportunities to quantify messaging impact. Measurement is not only possible, but actionable. Departmental geofencing and passive mobile location measurement can be used in-store to create performance metrics similar to what has been used in online media measurement.</p><p>Consumers are exposed to relevant messages delivered at the right time in the right place. This optimizes the opportunity for shoppers to connect with a brand and enjoy a seamless experience. Meanwhile, marketers now have the necessary data to quickly adjust messages while campaigns are live and immediately improve results. The data helps marketers get the most out of their marketing spend while creating a positive consumer connection and driving long-term loyalty.</p><p>Here are four applications of measures leveraging mobile passive analytics and departmental geofencing for quantifying value and effectiveness of in-store messaging.</p><p><a href="http://streetfightmag.com/2014/03/03/why-in-store-messaging-needs-offline-measurement/">Keep reading...</a></p>