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»online and offline data

Facebook Rolls Out Online Retargeting Based On Offline Activity

Starting Thursday, Facebook will let advertisers retarget based on what people do in the real world. “Reporting on the impact of ads is great, but other companies provide something similar,” said Gabriel Francis, global product marketing lead for the offline sales group at Facebook. “We’re letting people actually do something with those reports.” Google’s offline... Continue reading »

by Allison Schiff // September 21st, 2017 //
»
Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory

Location-based shopping app Retale will now offer advertisers a warranty: foot traffic or your money back – at least in the form of a media makegood. As of Tuesday, Retale will start doling out performance guarantees against its ability to drive in-store traffic within specific time parameters. “We don’t talk to anybody anymore that doesn’t say they... Continue reading »

by Allison Schiff // March 29th, 2017 //
»
Square And Facebook Serve Up Offline Attribution For An Ohio Eatery

As proprietor and chef at Café Avalaun, a gluten-free restaurant just outside of Cleveland, Ohio, Brian Doyle would rather cook, bake and make crêpes than spend his life on marketing. “We don’t do a lot of traditional advertising because it’s expensive and it’s hard to know if you’re actually hitting your target audience,” said Doyle,... Continue reading »

by Allison Schiff // July 5th, 2016 //
»
PROG I/O: It’s Still Early Innings For Offline Attribution

The irony of digital marketing is that it has to justify itself because it can justify itself. If Michelle Weiskittel, manager of digital marketing at Albertsons Safeway, wants to get the budget to do her job, she must demonstrate as clear a connection as possible between online campaigns and actual sales. Print doesn’t carry that... Continue reading »

by Allison Schiff // April 15th, 2016 //
»
TiVo Research Hooks Up With NinthDecimal In A Bid To Connect TV Viewing With Offline Sales

When the head bean-counter at Brand X walks into the CMO’s office and wants proof that TV spending works, the CMO needs a better answer than “My gut tells me it does.” “Ask anyone in charge of a TV budget, and they’ll tell you that they intuitively know it works,” said David Staas, president of... Continue reading »

by Allison Schiff // October 15th, 2015 //
»
Why Marketers Struggle To Link Online And Offline Customer Data

Although advances in universal logins and the growing sophistication of marketing stacks give marketers a more complete picture of their customers, several challenges still prevent advertisers from sending consistent cross-channel messages. The largest issues revolve around questions about the match rate of data points and data accuracy, said Alex Andreyev, director of omnichannel marketing at Neo@Ogilvy.... Continue reading »

by Judith Aquino // December 20th, 2013 //
»
 

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