According to the Wall Street Journal, Google will be partnering with several big data firms – including Datalogix and Acxiom — to track the “offline” sales impact of Google AdWords ads. The Internet giant will match the cookies on users’ computers to in-store sales information — which will be provided by Datalogix and Acxiom — to see whether conversion rates are impacted by their advertisements.
“We’re running a number of tests to help clients use their own sales data to measure how their search campaigns impact sales,” a Google spokesperson told the WSJ.
Google seems to be following the footsteps of Facebook and Twitter; both companies partnered with the same big data firms to analyse the effectiveness of their advertisements in relation to offline sales (Facebook in 2012 and Twitter in 2013).
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(Image Credit: Mark Knol)