Pre-Grant Publication Number: 20110035278
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Prior Art Detail
Summary / Description
| Summary / Description | This article describes how a company called CaliberCard has a business plan to address the disconnect between online promotional campaigns and offline purchases |
Basic Information
| Type of Prior Art | Online Publication |
| URL | http://gesterling.wordpress.com... |
| Author/Creator | Greg Sterling |
| Title | Connecting Offline Sales to SEM: A Case Study |
| Publication Date | June 17, 2007 |
| Publisher | Greg Sterling |
| Directions to Document Location | |
| Additional Information | |
Notes / To Do
| Notes | |
Excerpt
Excerpt When I first heard about what they were doing, the thing that really captured my imagination, beyond the CPA dimension, was the idea that you really could track online ads to the point of sale. Coupons, which have been around forever, also do this. But for reasons that are not entirely clear, the online coupon market is still immature.
There is something inevitable or inexorable about what Caliber is trying to do for small businesses. The challenge is bringing all the moving parts elegantly together – overcoming the “chicken and egg problem” that plagues many such new ideas. You need the distribution online to interest the merchants and you need merchant participation to get consumers interested, etc. This was a problem with local search itself in the beginning.
Caliber has told me it is currently in discussions with a number of companies – household names and lesser known players — to address these issues, including one major Credit Card issuer. Caliber’s folks say they’ve got the major pieces of the system (and related IP) in place. |
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