Sales Tracking Software measures online advertising impact on offline sales.August 24, 2009 -
Targeting Consumer Packaged Goods marketers, Sales Impact Solution leverages Nielsen's Homescan and Net Effect products to provide insight into relationship between consumers' web browser behavior, online ad interaction, and in-store purchases. Program demonstrates online campaign ROI by measuring increase in incremental sales that take place in store after user has engaged with online ad. By connecting Internet browsing behavior with offline spending, brands can optimize advertising efforts.
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Original Press release
Exponential Interactive Inc.
2200 Powell Street, Suite 600
Emeryville, CA, 94608
USA
Tribal Fusion Launches Sales Impact Solution for Consumer Packaged Goods Marketers
CPG-Focused Offering Definitively Measures Online Advertising's Impact on Offline Sales
EMERYVILLE, Calif., Aug. 12 /-- Tribal Fusion , the digital marketing solutions company owned by Exponential Interactive, Inc. , today announced its Sales Impact solution which enables Consumer Packaged Goods marketers to use advanced analytics to measure the effect of online advertising on offline purchasing decisions.
Leveraging Nielsen's Homescan and Net Effect products, the Tribal Fusion Sales Impact solution provides deep insight into the relationship between consumers' web browsing behavior, online ad interaction, and in-store purchases. Sales Impact clearly demonstrates online campaign ROI by measuring the increase in incremental sales that take place in store after a user has engaged with an online ad. By connecting consumers' Internet browsing behavior with offline spending, brands can leverage more informed campaign results in order to optimize their advertising efforts and increase efficiency by adjusting the type or placement of ads served to a specific user.
"CPG companies are keen to better understand how their online marketing efforts track to offline sales, and with Tribal Fusion Sales Impact they can now do that," said Toby Gabriner, President of Tribal Fusion. "Brands can optimize their digital marketing strategies into cohesive, forward-thinking plans that provide insight from a granular to a high level view."
The Sales Impact solution enables companies to 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 smarter, more relevant, and engaging ads to consumers. Ads can be served according to recent purchases to provide a more customized experience, increasing the likelihood of conversion. Campaigns also benefit from the macro view that Tribal Fusion develops by gathering data and understanding behavior across larger groups based on demographics such as geography, purchasing behavior, and other factors.
"Perhaps the most significant challenge that CPG marketers face in digital advertising is determining impact on offline sales," said Jim Nichols, Senior Partner at Catalyst:SF. "By leveraging cutting edge digital technology along with Nielsen's proven retail movement data, Tribal Fusion Sales Impact offers CPG advertisers the scanner-based sales measurement they need to accurately assess the effectiveness of digital programs."
Sales Impact is part of Tribal Fusion's commitment to providing vertically-aligned solutions that address industry-specific pain points, helping advertisers create smarter campaigns to capitalize on opportunities at every level of the purchase funnel.
About Tribal Fusion
Tribal Fusion is a digital marketing solutions company that drives superior results at all levels of the buying funnel. Our company is built around dedicated vertical teams that leverage their industry-specific knowledge of "what works" to create fully customized advertising solutions to help companies capitalize on opportunities at every level of the consumer decision process. From custom "brand channels" to increase awareness to vertical-specific targeting tools to drive immediate purchase, Tribal Fusion offers better solutions that drive greater results.
Tribal Fusion is owned by Exponential Interactive, Inc. -- a technology-driven media services company that delivers innovative products and services to meet the demands of advertisers and publishers. Additional information is available at www.tribalfusion.com and www.exponential.com.
Web Site: http://www.tribalfusion.com/
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