Next time you choose to walk into a real shop, millions of digital bits are working to determine why.

But its parents — international media services service ZenithOptimedia and cellular crowd intelligence platform NinthDecimal — proudly see their offspring as supplying business-first “measurement metrics on whether mobile and on-line [computer advertising] efforts drove foot traffic to shops.”

The intent is the fact that this may become the method for discovering which parts of an electronic media effort — cellular advertising of the sector? Site advertising? Societal promotion? —

“It is kind of like a fresh GRP point for us,” ZenithOptimedia senior vice president Yale Cohen told me, referring to the standard beliefs metric of a gross evaluation point. Except that LCI measures which parts of an electronic effort fostered foot traffic.

Some of the associates will soon have the ability to make use of a customized on-line dash to monitor in real time the upsurge in foot traffic from their media spends. The platform can help discover which media spends (sites versus cellular advertising, for example), which audience segments, or which advertising/publisher networks are most successful.

Six other present ZenithOptimedia customers and Kohl’s department stores have been analyzing the newest system, which is currently accessible to new customers.