APT Launches Digital Omnichannel Testing

MasterCard-owned analytics software firm Applied Predictive Technologies (APT) has unveiled a service called Digital Omnichannel Testing (DOT), to understand how online exposure to ads and reviews affect in-store purchases.

Acquired by Mastercard in 2015, Washington DC-based APT provides business analytics software to help large consumer-facing businesses understand their stores, customers and employees. The firm's flagship 'Test & Learn' platform helps companies use analytics to design and measure activities including marketing, operations and capital initiatives.

An expansion of the Test & Learn platform, the new DOT has been developed to measure how digital advertising campaigns increase sales from existing customers across digital and physical channels. Using the tool, retailers can test online ads and track clicks to online sales; while retailers can use Test & Learn to incorporate purchases made in-store by loyalty program members and capture a digital ad's return on investment across all channels.

CEO Anthony Bruce (pictured) comments:'Our clients now have direct visibility into the incremental impact of digital advertising campaigns on their own customers, enabling them to measure holistic results across channels. Findings like this can drive significant business value, particularly when applied to potentially millions of customers and hundreds of digital campaigns and initiatives'.

Web site: www.predictivetechnologies.com .