Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

ownerIQ’s New Online-to-Offline Attribution Model Closes Shopper Loop

New attribution capability allows brands to measure campaign impact on site traffic, e-commerce and in-store sales by media channel and partner

BOSTON, September, 14, 2017 – ownerIQ, the leading transparent second-party data marketplace, today introduced a new online-to-offline attribution model that will allow retailers and brands to understand how browsing and other online shopping activities lead to in-store purchases. This is a critical linkage and ownerIQ is among the first companies to offer this level of visibility for its clients. With ownerIQ, brand and channel professionals can see the direct impact of their digital campaigns on online and in-store sales.

As more ad dollars flow online, their direct impact on sales – particularly offline sales – has been difficult to measure. ownerIQ has solved this problem for brands by allowing them to track – and accurately attribute – online campaigns to purchases, both online and in-store. This capability will prove to be invaluable as retailers seek to optimize their media buys and budgets.

“Attribution has been the biggest challenge for advertisers looking for new ways to infer causality from their online advertising campaigns,” said Kelli LaPerch, head of analytics at ownerIQ. “Our solution enables retailers to use their data assets to make attribution much more attainable and actionable.”

“ownerIQ is an extremely valuable attribution partner for Logitech,” said Andrew Yuan, channel marketing manager at Logitech. “They have provided our brand teams SKU and brand level basket insights that help drive product and creative decisions for retail.”

The new attribution report uses a retailer’s CRM and POS data to match user IDs to ownerIQ’s cookie-base, enabling retailers to directly connect media impressions to in-store sales. Paired with ownerIQ’s Retailer Targeted Marketing product, brands can directly target digital ads to the cookied audiences of key retailers and now measure the direct impact of these ads on e-commerce and in-store sales.

About ownerIQ
ownerIQ is focused on leading the data market’s evolution towards transparency, relevancy and choice. ownerIQ brings the most valuable consumer data to market– explicit shopping and purchasing data from retailers and brands– to power a new data economy: The Second-Party Data marketplace. Second-party data is sourced transparently from the marketing partners a brand is already working with, or brands that share data with non-competitive brands in exchange for compensation. This new market provides better quality data inputs to power all marketing tactics, and enabling fundamentally new marketing tactics, such as enabling a brand’s retail partners to leverage the brand’s data to support sell-through. Voted Best Data Management Platform by Digiday, ownerIQ directly ingests data on consumer engagement with a brand’s website, ecommerce transactions, off-line transactions and CRM data and enables that data to be shared with marketing partners within platform according to the brand’s preferences regarding security and usage. Over 1,500 partners are active in ownerIQ’s second-party platform and 700 of these partners share their data with other brands. Additionally, over a thousand of these partners are buyers of second-party data using it to activate media and drive marketing outcomes. In 2017 ownerIQ was named to the the Inc. 5000, received Digiday’s Signal Award for Best Data Management Platform and was recognized by The Boston Business Journal as one of the 50 Fastest Growing Private Companies. ownerIQ was founded in 2007 and is headquartered in Boston, MA and has offices in NYC, Chicago, San Francisco, Los Angeles, and Seattle. For more information, visit www.ownerIQ.com.

PRESS CONTACT
Aidan Bradley
Director Marketing Communications
Abradley@ownerIQ.com
(617) 904-5202 Ext. 745

 


Categories:OwnerIQ, Posts from 2017


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