Drawbridge Adds Daily Offline-Visit Attribution Metrics to its Cross-Device Platform
Brands can now tie cross-device marketing to both online and offline actions
Today Drawbridge, the leading cross-device technology company, unveiled new offline-visit attribution features within its Cross-Device Platform. The new features include insights into the interests and demographics of retail visitors, as well as updated attribution and path-to-conversion reports that connect offline visits to ad impressions on any device. This offline data combined with Drawbridge’s cross-device identity solution allows for unique marketer insights, such as how ad spend on any digital device drives visits to physical locations. Building upon existing same-device and cross-device digital conversion metrics, marketers can now measure both digital and offline conversion activity in a single dashboard.
“With 93% of purchases still taking place in physical stores, it’s imperative for marketers to understand how their cross-device marketing mix is driving consumers to purchase products not only on their desktop and mobile devices, but also at brick-and-mortar locations,” said Drawbridge VP of Product Management and Partnerships, Rahul Bafna. “The addition of retail-visit attribution capabilities to our platform gives brands a full portrait of consumers across devices and offline, and strengthens the value of our entire offering for marketers. In addition, the daily data availability helps usher the industry from monthly reporting to daily and real-time cross-channel metrics.”
Offline visit data is available on a daily basis in the Drawbridge platform, enabling more granular analysis and mid-flight campaign optimization. This proprietary Offline-Visit Attribution Dashboard leverages the Drawbridge Connected Consumer Graph™ of more than 1.2 billion consumers connected across more than 3.6 billion devices, and is the leading tool for understanding how digital reach influences offline actions.
Drawbridge is the leading anonymized cross-device identity company building technology that fundamentally changes the way brands connect with people. The Drawbridge Connected Consumer Graph™ includes more than one billion consumers across more than three billion devices, and was recently found by Nielsen to be up to 97.3% accurate. Brands can work with Drawbridge in three ways: by licensing the Drawbridge Connected Consumer Graph for cross-device data applications; managing cross-device ad campaigns in real-time using the Drawbridge Cross-Device Platform; or working with Drawbridge to execute cross-device campaigns. The company is headquartered in Silicon Valley, is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital, and was named the fastest growing marketing and advertising company and sixth overall on the 2015 Inc. 5000 list. For more information visit www.drawbrid.ge.
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