What: Datalogix, a consumer data collection company, has announced a strategic partnership with Comscore to measure Digital Ad exposure and In-Store sales .
Why it matters: The partnership will help brand marketers link Ad Viewability to Actual In-Store Sales.
Datalogix, a consumer data collection company, has announced a strategic partnership with Comscore.The partnership allows comScore’s U.S. clients to supplement validated Campaign Essentials™ (vCE) analytics with Datalogix offline sales measurement, including DLX ROI, to measure the offline sales of brand advertisers’ campaigns.This will help brands gain new insight into the offline sales performance of ads that were seen by users.
The combination of comScore’s impression-level reporting and Datalogix’s offline sales data will provide deep insights through granular data sets from millions of purchasing households. Using those analytics, advertisers can better determine the most effective channels, publishers, creatives, formats, and demographics for their campaigns and optimize future campaigns at scale.
This will help brands gain new insight into the offline sales performance of ads that were seen by users.
Although the partnership isn’t exclusive (Datalogix haslong-partnered with Facebook on conversion tracking), the key differentiator is the viewability aspect.
“Our joint solution brings together comScore’s viewability measurement with Datalogix’s household-level sales data to give advertisers a 360-degree view of the effectiveness of their campaigns. Through this solution, brand advertisers can measure the real-world sales impact of their campaigns and optimize those campaigns at scale to be more effective,” said Eric Roza, CEO of Datalogix
“We are excited to partner with Datalogix to give brands a clear picture of digital advertising ROI.By bringing an accurate quantitative feedback loop to digital ad campaigns, brands can gauge how well their ads are working and also obtain the insights needed to improve the effectiveness of their campaigns,” said Serge Matta, CEO of comScore.
According to Roza, the partnership isn’t relegated to paid media campaigns, since comScore embeds site tags across the Web.This deal isn’t comScore’s first incursion into the offline arena; it also partners with Batanga Media, Epsilon and Acxiom. And Facebook uses Nielsen Online Campaign Ratings (OCR) paired with Datalogix to track ad effectiveness.