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BizReport : Advertising archives : August 08, 2012


BlueKai, Korrelate data shows how online data predictive of offline purchases

Over the past year a new trend has emerged - that of using online data to predict offline purchases. A new report out from BlueKai and Korrelate underscores just how important this type of data can be.

by Kristina Knight

Much has been made of the online/offline connection over the past few years. Retailers and brands want to know how impactful online data can be for offline purchases. In some cases brands simply want to know what online data means for them. A new partnership between BlueKai and Korrelate shines a light on how online data can be used to impact offline sales.

BlueKai integrated their Data Activation System with Korrelate's O2O platform to delve more deeply into consumer data measurement. Through that integration Korrelate 'validated' BlueKai online shoppers to find signals which translated into offline purchase interest. This particular study concentrated on the automotive segment. After studying these consumer groups for four months, the data showed consumers in the BlueKai segments were 30 times more likely to purchase than the average consumer.

"It's great to finally quantify the usefulness of the BlueKai data to our clients," said Daniel Jaye, CEO, Korrelate. "By using BlueKai's DAS we were able to easily tie their existing auto segments into our O2O platform in a privacy safe way. Our partnership with BlueKai will allow our mutual clients to be more effective in their media buying and begin to move away from just using clicks and actions for attribution."

The report shows 'Blue Kai auto intenders' were 30 times more likely to purchase a car than average consumers. This type of information can be used across advertising segments and categories.






Tags: ad metrics, BlueKai, data collection, Korrelate, online advertising, third party data








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