Is Facebook's In-Store API an Omnichannel Gamechanger?

As the famous John Wanamaker quote goes, Half of the money I spend on marketing is wasted; the trouble is I don’t know which half. Even in the age of mobile phones and the tracking of shoppers’ moves and clicks, marketers still don’t have visibility into the complex interplay between different marketing channels. In short, while it’s a simple idea, it’s quite complicated to measure the impact of digital efforts on real sales. And that’s why Facebook’s latest retail announcement is such a big deal.

On Tuesday, Facebook announced Local Awareness ads that show people the shops nearest to ...

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