Visa and Oracle Unveil New Tools to Help Improve Digital Ad Performance
Visa Inc., with the help of Oracle, today introduced Visa Advertising Solutions, a new plethora of products used to help merchants comprehend whether their digital advertising efforts are in any way affecting consumer purchase decisions both via ecommerce and brick-and-mortar retail.
Accessing digital advertising and cross-device connection data from Oracle Data Cloud with aggregated purchase data from Visa Advertising Solutions, merchants can measure consumer response to advertising campaigns run on mobile display, video, and social channels, and use the insights gained to optimize their efforts.
Visa Advertising Solutions can also advise regarding targeted customer segments for potential ad campaigns down the road, as well as timely offers based on past purchase patterns.
This can be supplemented additionally with demographics and consumer interests, among other data, from Oracle Data Cloud.
“Successful marketing efforts depend on rich data to measure the results and effectiveness of each channel,” said Mike Lemberger, senior vice president, loyalty and data solutions, Visa Inc. “Combined, Visa and Oracle have unique and powerful assets to help merchants connect the dots between advertising spend and business results – the holy grail of any marketing program.”
“Visa Advertising Solutions and Oracle Data Cloud are empowering merchants to find their customers online and measure the results of their ad campaigns on actual sales,” said Eric Roza, senior vice president of the Oracle Data Cloud. “Working together, we can combine Visa Advertising Solutions’ unmatched purchase data and merchant relationships with the Oracle Data Cloud’s data assets and expertise in building and measuring purchase-based audiences. This allows everyone from restaurants to retailers to improve the effectiveness of their advertising by establishing a direct link between digital ads and actual sales, whether these occurred online or in traditional brick and mortar locations.”