Using Transaction-Based Insights to Improve Ad Effectiveness
Visa and Oracle are teaming up for a new suite of products designed to help merchants understand if their advertising efforts are actually influencing consumer purchases online and in-stores.
Leveraging digital advertising and cross-device connection data from Oracle Data Cloud and aggregated purchase data from Visa Advertising Solutions, merchants will be able to measure consumer response to the advertising campaigns they run on mobile, display, video and social channels, and use the insights gained to ultimately optimize their efforts. Here is an example of how it might work:
Retailers who want to promote a seasonal sale can select a target audience based on demographic and past purchase behavior data (which is available in aggregate form). In this situation, if they choose millennial women as their target audience, a digital ad is delivered to this group using the Oracle ID graph across multiple channels and devices. Visa Advertising Solutions offers insight into whether or not a Visa credit card purchase was made online or in-store following the merchant's digital ad views.
“Successful marketing efforts depend on rich data to measure the results and effectiveness of each channel,” said Mike Lemberger, senior vice president, loyalty and data solutions, Visa Inc. “Combined, Visa and Oracle have unique and powerful assets to help merchants connect the dots between advertising spend and business results – the holy grail of any marketing program.”