MarTech Today: Evolution of marketing platforms, location data’s predictive power & Beco&

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.

From Marketing Land:

The evolution of marketing platforms: From automation to journeys Jul 18, 2016 by Barry Levine The next generation of marketing automation is emerging, and it’s more focused on machine-informed journeys than rule-based campaigns.
Mobile-location data predicted Sports Authority’s demise and reveals the retailers that may benefit from it Jul 18, 2016 by Greg Sterling NinthDecimal analysis of consumer store visits shows broader value of retail foot traffic data.
Lowest rates for SMX East go up Saturday. Lock in the best savings today! Jul 18, 2016 by Marketing Land Searching for the best performing SEO and SEM tactics? Look no further than SMX East, the most highly anticipated search marketing conference on the East Coast. SMX East returns to New York City September 27–29 — secure your seat today and lock in the best conference rates available!
Beco offers first battery-free beacon, which can run indefinitely on existing lighting Jul 15, 2016 by Greg Sterling We’re several years into the beacon and “Internet of Things” era, and only in the past year are we starting to move beyond pilot-stage implementations. Beacons have been most closely associated with retail in-store marketing (e.g., offers), but they have a much wider array of uses.