In a move to measure the impact of digital advertising in the physical world, Snapchat has hired Oracle to measure incremental store sales resulting from marketing campaigns run on Snapchat.
By analyzing the impact of campaigns on in-store sales, Oracle’s Data Cloud will help consumer packaged goods (CPG) advertisers quantify and improve their ongoing marketing efforts on Snapchat.
“We are delighted to be working with one of the fastest-growing platforms in history to help Snapchat advertisers understand and improve the effectiveness of their campaigns,” said Eric Roza, Senior Vice President of the Oracle Data Cloud. “By combining offline sales data with cutting-edge analytics, we can help Snapchat advertisers maximize their return on investment and drive higher profits.”
After running a research, Oracle Data Cloud analysed in-store sales lift from 12 CPG campaigns run on Snapchat for leading cosmetic, personal care, cleaning, packaged food, and beverage brands. According to the research, 92 percent of the Snapchat ad campaigns drove positive lift in in-store sales.
“We’ve been listening closely to advertisers and delivering the data they need,” said Clement Xue, Global Head of Revenue Operations at Snapchat. “This research shows that Snapchat is more effective at driving sales for advertisers, and we’re delighted to offer this measurement solution going forward.”
Oracle Data Cloud, a data-as-a-service solution, has access to more than $3 trillion dollars in consumer transaction data, 2 billion global consumer profiles, and 1,500+ data partners and integrates that data with more than 200 major media companies, including publisher exchanges, ad networks, DSPs, DMPs, and agency trading desks.