Working with Oracle Data Cloud, Visa
Advertising Solutions Uses Transaction-Based Insights to Help
Merchants Target and Measure Digital Advertising Effectiveness
Visa Inc., in partnership with Oracle, today introduced Visa
Advertising Solutions, a new suite of products to help merchants
understand whether their digital advertising efforts are
influencing consumer purchase decisions online and in-stores.
Leveraging 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 recommend targeted customer
segments for future ad campaigns and timely offers based on past
purchase behavior, which can be supplemented with demographics and
consumer interests, among other data, from Oracle Data Cloud.
Purchase data shared with advertisers is always aggregated and
de-identified.
“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.”
How it Works:
A retailer who wants to promote a seasonal sale selects a target
audience based on a mix of demographic and aggregated, past
purchase behavior data. In this situation, they choose millennial
women as their target audience, and a digital ad is delivered to
this group using the Oracle ID graph across multiple channels and
devices. Visa Advertising Solutions offers insight into whether or
not a Visa credit card purchase was made online or in-store
following the merchant's digital ad views. These results help
indicate the ad's effectiveness, allowing marketers to adjust the
offer, creative and/or channels accordingly.
According to a recent study* from WPP research firm Kantar
Millward Brown, lack of effective ROI measurement is a significant
impediment to marketers in the digital space, with more than 70
percent of marketers saying they would increase their spending on
digital channels if they could better measure the ROI from those
channels.
“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.”
Several national merchants piloted the Oracle Data Cloud/Visa
Advertising Solutions in 2015 by measuring how advertisements
placed on Twitter improved online and offline ROI.
Commenting on the successful pilot, Ali Jafari, vice president,
partnerships at Twitter, said, “Visa Advertising Solutions helped
merchants close the loop between online campaigns and offline
sales, so they could measure the impact Twitter advertising
campaigns had on offline sales. We’re excited that advertisers have
the ability to measure their ROI through Visa Advertising Solutions
in a way that can strengthen their bottom lines.”
Visa Advertising Solutions is available to merchants through the
Oracle Data Cloud. Visa also plans to work with other strategic
digital ad technology partners to offer additional Visa Advertising
Solutions in the future. More information about Visa Advertising
Solutions is available at www.visa.com/loyalty/advertising.
* SOURCE: Kantar Millward Brown (Millward Brown Digital),
Getting Digital Right, August 2016
About Visa Inc.
Visa Inc. (NYSE:V) is a global payments technology company that
connects consumers, businesses, financial institutions, and
governments in more than 200 countries and territories to fast,
secure and reliable electronic payments. We operate one of the
world’s most advanced processing networks — VisaNet — that is
capable of handling more than 65,000 transaction messages a second,
with fraud protection for consumers and assured payment for
merchants. Visa is not a bank and does not issue cards, extend
credit or set rates and fees for consumers. Visa’s innovations,
however, enable its financial institution customers to offer
consumers more choices: pay now with debit, ahead of time with
prepaid or later with credit products. For more information, visit
usa.visa.com/about-visa, visacorporate.tumblr.com and
@VisaNews.
Visa Advertising Solutions are produced at an aggregated and
de-identified level, and any data used in reports is combined and
processed so that reports cannot identify individuals or specific
purchases. If individual consumers do not want their cards to be
included as part of the pool of de-identified data to create these
marketing reports, they may register their cards to opt out through
the following link:
https://usa.visa.com/legal/privacy-policy-opt-out.html.
About Oracle Data Cloud:
Oracle Data Cloud operates the BlueKai Marketplace, the world’s
largest audience data marketplace. Oracle Data Cloud is the leading
global Data as a Service (DaaS) solution, offering access to more
than $3 trillion in consumer transaction data, two billion global
consumer profiles, and 1,500+ data partners. Oracle Data Cloud
integrates that data with more than 200 major media companies,
including publisher exchanges, ad networks, DSPs, DMPs, and agency
trading desks. For more information and free data consultation,
contact The Data Hotline at www.oracle.com/thedatahotline.
About Oracle
Oracle offers a comprehensive and fully integrated stack of
cloud applications and platform services. For more information
about Oracle (NYSE:ORCL), visit www.oracle.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20160927005676/en/
Visa Inc.Aida Hadzibegovic, 415-805-4242ahadzibe@visa.com
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