Mobile, Beacons and Evolving Measures

In AdAge: More on beacons:  In particular about strategy, measures and retail business process. " ... Fortunately, marketers don't have to wait for beacons to mature to realize their full promise of offline-to-online marketing. It's possible to leverage very similar strategies right now using mobile as a proxy to tie offline information back to mobile and desktop ad serving. ... " .  Good read.