One of the reasons that “local search” has struggled in some quarters has been the challenge of tracking the internet’s influence on in-store or local transactions. This is a theme I heard raised by large retailers at a ShopLocal partner event a couple of weeks ago and one that came up several times in various contexts at SMX Local-Mobile.
Marchex is seeking to address that challenge with the integration of the company’s various advertiser-facing assets and technologies in a single toolset that offers enhanced tracking capabilities. The company is calling this a next-generation local advertising platform.
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