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by sounders
3243 days ago
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Credit card companies and retailers have sold anonymized purchasing data for years to help companies analyze online ad clicks to offline spend. Auto companies have used Polk vehicle registration data and data aggregators to match a vehicle purchase to the user's online ad clicks. They compare how showing ads for certain models influences your car purchase (ex. Honda CRV) from your initial search (best family sedan) and demographic info (FB data indicates you are an avid runner, 2 kids, 1 dog, etc..). Retailers employ a similar model for basket size. There are partners like Oracle Data Cloud, Nielsen Catalina Solutions, Neustar and LiveRamp (ex. IdentityLink http://identity.liveramp.com) that provide similar data for O2O measurement. |
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