Home Social Media Twitter Follows Facebook Into Offline Conversion Tracking For CPG Clients

Twitter Follows Facebook Into Offline Conversion Tracking For CPG Clients

SHARE:

Twitter is letting CPG advertisers link their ‘Promoted’ ad placements to offline sales, courtesy of Datalogix. The offering has strong echoes of Facebook’s year-old POS conversion-tracking relationship with Datalogix.

Twitter has already run tests with 35 brands using the “offline sales lift” feature  to weigh the impact of online engagement with in-store transactions. Advertisers include Oreo’s parent company, Mondelez International

“Everybody knew there was great brand value in having people retweet your posts and things like that, but the question always was, ‘Does it drive in-store sales?’” said Eric Roza, CEO of Datalogix. “What we found across 35 or so brand campaigns was that more than 90% of campaigns showed just this.”

The CPG companies involved so far sell everything from beverages to household products. Results showed that when Twitter users engaged with Promoted Tweets, there was, on average, a 12% lift in offline sales. Users who viewed a Promoted Tweet, but who did not necessarily engage with it, still showed 2% sales increases.

Similarly, followers ended up purchasing 29% more from a brand when they viewed Promoted Tweets, as opposed to followers who only viewed organic tweets.

So, how does it work? Based on an exchange of information from Twitter and Datalogix user databases, the companies can “swap” hashed IDs, generate a match and create a key so both sides can talk to one another in a way that personally identifiable information is not disclosed, Datalogix says.

“That’s how we can get the impression data from them and, on the other side, we have relationships with about 1,500 different retailers and there, we have more traditional database marketing and CRM matches,” Roza added.

Datalogix has supported conversion tracking for Facebook advertisers for going on a year.

When asked how Twitter’s developing march toward monetization compares with its extensive work with Facebook, Roza said, “They’ve been thoughtful about delivering on what makes [them] unique, even to the point of structuring – ‘What are the ad units there?’ ‘How do you pay for them?’ ‘What kinds of messaging is going to work and not work?’”

In a blog post, Twitter product manager Ameet Ranadive also stressed users’ ability to opt out. He said Datalogix only aggregates anonymous user data and that data received from Twitter is not integrated into existing individual user data sets.

Meanwhile, Twitter continues its apparent push into data-driven ad products, with its delving into website retargeting and email database matching in early July. Twitter’s also debuted things like lead capture forms for marketers in-stream.

 

Must Read

With GAM Going Direct To Buyers, SPO Is The New Normal

GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.

Google’s Proposed Fix To Its Ad Tech Monopoly Is At Odds With The DOJ’s Remedies

Late Friday evening, Google filed its proposed remedies to its ad tech monopoly to District Court Judge Leonie Brinkema, and unsurprisingly, they’re rather mild – and very different from what the Department of Justice is looking for.

Lance Armstrong

Exclusive: Lance Armstrong’s VC Firm Invests In AI-Powered Health Care Ad Tech Startup BranchLab

BranchLab, an AI startup for healthcare marketers, just added a new high-profile backer: Lance Armstrong’s Next Ventures, which invests in health and wellness startups.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Judge Mehta’s Remedies For Google’s Search Monopoly Won’t Cure What Ails Publishers

Remedies in the federal search antitrust case against Google landed with a thud earlier this week. Most publishers and ad industry pundits were sorely disappointed.

Conversion APIs Are Becoming Table Stakes – But Not All Brands Have Bought In

CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.