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As Retail Brands Demand Deeper Measurement, ShopAdvisor Allies With Nielsen, NinthDecimal

It's all about the attribution for retailers these days.

After years of experimenting with a variety of location-based deals companies, retailers are demanding greater evidence that the services they use are not just driving foot-traffic to stores, but that ads are generating actual sales and greater insights about their shoppers.

To meet that demand, mobile proximity and data platform ShopAdvisor is adding to its partner bench by striking new alliances with audience measurement giant Nielsen, location targeting and analytics provider NinthDecimal, and in-store shopper sales alerts platform Price Patrol.

As proximity marketing players like GroundTruth and Retale offer clients and agencies their respective versions of guaranteed cost-per-visit ad formats, ShopAdvisor is trying to present its value as providing real-time data about consumers’ shopping plans and decisions to agencies and retail brands.

“Recently with the introduction of version 3.0 of our API, we are finding cases where some brands are interested in the data and plan to build the rest of the campaign elements themselves,” says Bill McLaughlin, ShopAdvisor’s SVP for sales and marketing. “Finally, we’ve also had instances where clients have run campaigns and then want us to do the sales lift analysis only.  The point is the partner program allows organizations to leverage pieces or go for an end-to-end solution.”

Partner data can be integrated into ShopAdvisor’s system in real-time (or scheduled to run at specific times). As an example, ShopAdvisor’s work with Nielsen brings a plethora of consumer product goods data covering in-store availability and product purchase history.

“As a member of Nielsen’s Connected Partner Program, ShopAdvisor has seen early, collaborative success,” attests Brett Jones, VP of Product Leadership and the Nielsen Connected Partner Program. “Nielsen’s unmatched collection of data and insights on the FMCG market perfectly complement ShopAdvisor’s capabilities. Together we enable campaigns that drive consumers to stores, and allow both manufacturers and retailers to determine campaign effectiveness with measurable ROI.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.