Greg Sterling says, “Foursquare began as a “check-in app” and later evolved into a Yelp competitor. More recently, it has introduced location intelligence and become an ad platform for brands, relying on its first-party data for targeting.

Now, the company is introducing a formal product to measure the offline impact of online or traditional media advertising. Foursquare is calling its new product “Attribution.” The beginnings of that offering were on display last fall in the company’s prediction of iPhone sales, based on foot traffic volumes to Apple Stores:

With all eyes on the brand new iPhones launching tomorrow, we were wondering if our foot traffic data could indicate how sales would do this weekend. So our Place Insights team looked into foot traffic at Apple stores leading up to the launch of the iPhone 5, 5S, and 6 and analyzed it alongside Apple’s public sales data”.

Foursquare Introduces “Attribution” To Measure Offline Results

Marketing Land

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