New Tool Links Online Ads, Offline Purchases

In the US, digital marketing agency Tribal Fusion has launched a service using advanced analytics to measure the effect of online advertising on offline purchasing decisions.

Tapping Nielsen's Homescan and Net Effect products, the new Sales Impact solution provides insight into the relationship between consumers' web browsing behaviour, online ad interaction, and in-store purchases.

The tool demonstrates online campaign ROI by measuring the increase in incremental sales that takes place in store after users have engaged with an online ad. Companies can perform longitudinal views of all-outlet consumer purchasing behavior. By understanding the timing of purchases, buying cycles, and past behavior, marketers can create and serve more relevant, and engaging ads to consumers based on recent purchases.

In addition, the tool gathers data to help understand trends across larger groups based on demographics such as geography, purchasing behavior and other factors.

'Consumer packaged goods companies are keen to better understand how their online marketing efforts track to offline sales,' said President Toby Gabriner. 'With Tribal Fusion Sales Impact, brands can optimize their digital marketing strategies into cohesive, forward-thinking plans that provide insight from a granular to a high level view.'

Tribal Fusion, which is a part of the Exponential Group of online businesses, is headquartered in Emeryville, CA.

Web site: www.tribalfusion.com .