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).
Read more on the story here
Complete our SAP x Data Natives CDO Club survey now, and help us to help you
(Image Credit: Mark Knol)