Firms Link to Measure Digital Impact on Sales

Shopper targeting specialist Valassis and point-of-sale analytics provider Retail Solutions Inc. (RSi) have announced a partnership to help retailers and consumer goods manufacturers reach and attract local consumers.

The deal gives Valasis access to RSi's recently launched 'ansa' solution, which uses daily sales and inventory from more than 120 retailers in 150,000 store locations worldwide, to automatically measure the impact of digital marketing campaigns on store sales. Cali Tran, President of Valassis Digital, says integrating ansa into his company's digital offerings will allow it to measure sales impact of clients' digital campaigns at the store level, and make adjustments to optimize them in-flight.

Michael Quinn, General Manager, Digital-to-Store ROI at RSi, adds: 'ansa is a true game-changer for brand marketers and agencies. For the first time, marketers can measure how their advertising efforts impact sales every day at any location within their marketed footprint'.

Web sites: www.valassis.com and www.retailsolutions.com .