Kantar-owned research firms Compete and Cannondale Associates combine data to track digital ad effectiveness offline.
Kantar-owned marketing research firms Compete Inc. and Cannondale Associates are combining data to help brands link the effectiveness of digital campaigns to in-store consumer purchases. Compete's online consumer research panel of two million viewers will be hitched to its sister company's ShopperGenetics data platform, which collects info from the loyalty cards of 80 million households, the companies announced yesterday.
Matt Pace, managing director for retail and consumer products for Boston-based Compete, said the data will help Cannondale's mostly consumer packaged goods industry clients determine which banner ads are producing in-store sales. For instance, whenever a consumer that exists in both databases is exposed to a display ad for potato chips and then buys a product with an associated loyalty card, the purchase will be trackable back to the online campaign, Pace said. The same mechanism applies for purchases linked to SEO/SEM campaigns, e-mail blasts, branded sites, and so on.
"It's really finally connecting the dots, getting down to actual in-store purchase volumes, amounts spent, loyalty switching, etc.," Pace said. "Not only can we see how exposure to advertising campaigns last month had an impact...but we can compare that to the consumer's previous purchase levels of that product."
Pace said the married data should result in better post-campaign analysis while informing future media planning. "I wouldn't necessarily think of it as an advertising tool," he added. "I would think of it as more of an ROI analysis tool."
The Kantar announcement comes on the heels of other major data-oriented developments for cross-channel marketers. Last week, Nielsen and DataLogix partnered to create household-level online ad targeting using the former's audience cluster PRIZM data. And last month, Omnicom Media Global announced that it had access to News Corp.'s huge Fox Audience Network database. OMG has integrated the data with its Living Segments audience segmentation system in order to target multichannel messaging based on consumer groups' shown interests.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.