Their alliance combines location and purchase data to deliver a comprehensive and feedback-driven measurement solution
Affinity Solutions, a leading provider of purchase-driven marketing solutions joins hands with NinthDecimal, the marketing platform powered by location, enabling retail brands to identify actual foot traffic and purchase behaviors generated from media campaigns. The alliance allows them to gain a holistic view of customer conversions, starting from ad exposure to store visit to purchase, which would let the marketers better understand the campaign’s effectiveness. The gained insights can then be applied to optimize their marketing efforts across media channels, creative campaigns and strategies.
According to Amit Seth, President of Affinity Solutions, “Understanding consumers’ offline purchase behavior and making it more actionable is very compelling for marketers who want to recognize what is driving customers into stores. Through the joint attribution offering, marketers can create an important connection between media campaigns and actual business results, which leads to a higher proven ROI.”
A deep-dive into the alliance benefits
The partnership aimed to combine the closed-loop measurement solution and merchant level purchase data for retailers from Affinity Solutions with NinthDecimal’s Location Conversion Index™ (LCI™). This connection provides insights into the consumers’ physical and transactional behaviors after their exposure to marketing campaigns.
LCI™ is built with the industry’s largest measured audience for foot traffic attribution. Its cross-screen measurement capabilities can be used by marketers to maximize and evaluate campaigns spanning mobile, online, and TV.
This new comprehensive, connected and closed-loop solution leverages NinthDecimal’s proprietary device-to-household graph that maps ad exposure data gathered by NinthDecimal to Affinity Solutions’ purchase data in a privacy-friendly manner. This information will permit brands to answer important questions about their campaign performance, such as which advertising tactics are driving most people into stores, what’s best at getting them to purchase, and which of their campaigns are compelling customers to visit more frequently or make more purchases.
David Staas, president of NinthDecimal, said, “Understanding the link between store visits and purchases is one of the most critical insights for success in the rapidly changing and competitive retail industry. Our partnership with Affinity Solutions establishes one of the most compelling closed-loop measurement offerings available to answer every marketer’s biggest question – is my advertising driving business results?”
The agreement with Affinity Solutions expands upon NinthDecimal’s broader measurement portfolio, which covers foot traffic attribution across channels (including TV), post-campaign audience insights, CRM-based attribution, and TV Tune In.