The rhetoric in local media continues to evolve rapidly, particularly as mobile and big data collide. Part of that is to take the analytics we’ve come to know on the desktop and bring them to the offline world (where most commerce happens). This was a key theme at our May Atlanta conference.

Many of the mobile players we’ve been covering are leading this charge. That includes xAd and Placed whom we interviewed in the conference clip below. The name of the game is tracking complex offline behavioral patterns to determine ad attribution or optimize ongoing campaign targeting.

See the full session video below, and stay tuned for more conference video on a weekly basis. We’ll continue to post as we gear up for our next show: SMB Digital Marketing in New Orleans in September.