The Sales Accelerator solution tracks sales through aggregated retail loyalty program data supplied by Oracle Data Cloud , whih can be hashed and connected to a person online if the brand is using first-party data, or it could be used to measure sales lift in a specific region.
Del Monte needs to buy that data because shoppers don’t purchase from DelMonte.com, and its only meaningful first-party data is a newsletter email list.
There are few scaled, third-party shopper data sources, namely Oracle Data Cloud, IRI and Nielsen Catalina Solutions, said Adel Farahmand, Amobee’s senior director of global sales engineering.
But only Oracle Data Cloud and IRI allow Amobee to apply user-level data from retail loyalty programs for programmatic buys.
And crackdowns on third-party data on major ad platforms and regulation like the upcoming GDPR in the EU largely don’t affect Sales Accelerator because it’s a measurement tool.
Facebook’s decision last month to kill off third-party data for targeting exempted offline measurement, including the Oracle data Amobee relies on for this service.
The next step in Del Monte’s offline sales measurement work is to build more marketing channels to specific retailers, Reiner said.
Kroger, Target and Walmart have ad platforms that allow CPGs to target the retailers’ customers and site browsers, she said, but it’s critical for the brand to understand who its own customers are and how it can drive foot traffic to preferred stores.
If a new product line is being launched with Walmart, for instance, or if a brand wants to drive as many shoppers as possible to Kroger because the supermarket is considering expanding the brand to more locations, then optimizing to retailer-specific sales, not just regional sales lift, could be an important tool.
At the end of the day, Reiner said, “the goal isn’t to serve impressions, it’s to buy products.”