Integration enables AdTheorent to optimize campaigns based on purchase data, measure online and in-store sales lift and glean audience insights to inform future campaigns.
AdTheorent, Inc., a technology company offering data-driven predictive solutions, announced its engagement with Commerce Signals, a company focused on connecting advertisers and publishers to aggregate insights from transaction data, to enable optimization and measurement of digital media campaigns based on actual online and in-store purchases.
Commerce Signals connects advertisers, agencies and publishers to aggregate insights from approximately 70 percent of US card-based purchases in near real time. Through its engagement with Commerce Signals, AdTheorent has access to insights about incremental sales, sales lift, and total sales (on and offline), as well as change in purchasers, frequency, average purchase, and dollars spent per purchaser as a result of digital campaign exposure. The entire process is reported within 72 hours of submitting a measurement report request, allowing for in-flight optimization.
These insights fuel AdTheorent’s predictive models, resulting in campaigns optimized by a myriad of data points including online and in-store purchases, demographic, psychographic, geographic and creative type variables. AdTheorent’s machine learning platform scores audiences to identify who is most likely to purchase, and delivers advertising accordingly. AdTheorent’s scale and inventory allow more precise targeting, further driving engagement, and ultimately sales lift.
“As a result of our partnership with Commerce Signals, we can now utilize purchase insights to further fuel our machine learning platform to model toward the most favorable audiences,” said Rick Dalton, Vice President of Yield and Data Strategy at AdTheorent (pictured top left). “This integration has allowed us to demonstrate cross-channel sales lift resulting from the digital advertising campaigns that we handle for our clients, validating the effectiveness of AdTheorent’s predictive targeting.”
Predictive Audience Targeting Drives Sales Lift for National Retail Department Store
AdTheorent recently conducted a campaign for a national retail department store seeking to increase brand engagement and incremental sales among women ages 18-35, as well as specific retailer CRM data segments. AdTheorent leveraged predictive audience targeting across a custom interactive mobile ad to reach consumers with the highest probability of engagement and likelihood to purchase.
Using Commerce Signals’ databridge platform, AdTheorent measured campaign impact on driving in-store and online sales. The campaign results for this advertiser were impressive: AdTheorent’s interactive mobile campaign drove a 4.8 percent lift in both in-store and online sales. The campaign increased transactions for the retailer by 5.6 percent and increased new purchasers by 6.2 percent. Additionally, Commerce Signals provided deeper performance insights into specific CRM audience segments, which can be used to inform targeting in the future and increasing campaign effectiveness.
“The combination of retail CRM data plus AdTheorent’s predictive targeting is a really effective way of identifying the audience with the highest probability of engagement,” said Adam Paulisick, CPO, Commerce Signals. “Taking that a step further, Commerce Signals can measure how these audience targets are responding to advertising both in-store and online. The sales insights can then be used to improve the campaign while in-flight and inform future decisions.”