Drawbridge Strengthens Cross-Device Attribution Solution to Close the Loop Between Online and Offline Marketing ROI
Drawbridge today announced the addition of offline marketing attribution capabilities to its platform by partnering with third-party data providers and data onboarding platforms leveraged by brands. Technology partners supporting the solution include Datalogix, the company connecting online ads to in-store sales, and LiveRamp, an Acxiom company that provides data onboarding services, as well as others. With these partnerships in place, Drawbridge has now advanced cross-device measurement to include full-funnel online and offline attribution solutions.
“With more than half of consumers preferring to shop online, but 90% of retail sales still happening in physical stores, the opportunity and need for marketers to understand how digital advertising affects offline events has never been greater,” said Drawbridge’s VP of Product Management, Rahul Bafna. “These new attribution solutions enable our retail marketing partners to understand the incremental physical sales and store traffic being influenced by their digital marketing efforts.”
Drawbridge’s closed-loop marketing attribution solution is built on CRM, purchase, and store visit data provided by brands and select third-party data providers, enabling marketers to get a clear picture of consumers’ purchase paths between digital marketing programs and offline events. In addition, marketers can leverage this data to define custom audience segments, including look-a-like and conquesting segments, based on affinities to certain retailers. By working with Drawbridge, marketers are then able to gauge the success of their campaigns, regardless of the device or combination of devices where consumers viewed ads.
“Marketers are actively seeking technology partners who can help them execute and measure the impact of cross-device campaigns,” said Anneka Gupta, VP of Products at LiveRamp. “We’re excited to help Drawbridge clients gain deeper insight into their customers and campaigns through this partnership.”
Brands with brick-and-mortar locations, such as retailers, auto-dealerships, quick-service restaurants, and telecom providers are now able to leverage Drawbridge’s cross-device and offline attribution solutions to gain a unified, 360-degree view of the customer journey from consideration and online research to offline brand interactions. Drawbridge works with marketers to determine the best data solution to leverage based on each client’s goals.
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Drawbridge is the leading cross-device identity company building technology that fundamentally changes the way brands connect with people. By leveraging its Connected Consumer Graph™, which includes more than one billion consumers across more than three billion devices to date, Drawbridge enables brands to have seamless conversations with consumers across their computers, smartphones, tablets, and connected TVs. Drawbridge provides visibility into how consumers interact with brands across devices along the path to purchase with a true, unified, cross-device consumer view. The company gives marketers unparalleled insight to consumer behavior both online and offline to drive better results – from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information visit www.drawbrid.ge.
LiveRamp connects more than 120 digital marketing applications and media platforms. By onboarding customer data into the targeting, measurement, and personalization products developed by our partners, we help leading brands eliminate data silos and run more efficient marketing programs. LiveRamp is an Acxiom company. For more information, visit www.LiveRamp.com
Mike Murphy, Communications Manager
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