Tapad has partnered with Cardlytics to enhance their attribution reporting to include desktop in addition to their in-app attribution. Tapad also helps Cardlytics to engage consumers across devices through their third party ad servers.
Tapad asked Dani Cushion, CMO of Cardlytics, to explain the specific benefits of this new partnership:
1. Cardlytics talks about “the power of purchase intelligence.” What does that mean, and how does it benefit marketers?
We believe that what you’ve purchased in the past is a great indicator of what you’ll buy in the future. This is the foundation of our purchase intelligence. We have insight into $1.5 trillion in consumer spending across 120 million bank accounts, which provides us a unique perspective on how to best reach consumers with relevant content. And, allows us to deterministically measure results of online and offline campaigns based on actual sales.
This measurement piece is key to the work we’re doing with Tapad, helping marketers measure the online and offline sales impact of their cross-device campaigns.
2. Earlier this year, you made your purchase intelligence more widely available. What influenced that decision?
We’ve used our purchase intelligence to target and measure campaigns within our native bank advertising channel for the past eight years. Our brand clients saw great success in this channel and wanted the ability to use that same purchase intelligence in campaigns across connected media. Earlier this year, we launched Platform Solutions to do just that, using purchase intelligence to make all marketing more relevant and measurable.
3. With more collaboration happening among the C-suite, does the ability to tie campaigns directly to sales help bridge the CMO/CFO conversation?
Absolutely. We often say that using purchase intelligence to target and measure your campaigns is marketing even a CFO can love. One of our retail clients presents two slides at every board meeting: the first shows all of their marketing initiatives that aren’t measurable with ROI and the second shows all of the programs that are. He notes that his performance review is tied directly to the number of programs that he can move from the first slide to the second. Clearly, measurement is important.
When you evaluate campaigns with deterministic consumer spend data, you’re able to measure effectiveness in what matters most to CFOs, actual dollars.
4. There is a wealth of data available to marketers. How do you complement other data sources that advertisers commonly work with?
Our purchase intelligence gets richer as you append other data to it. For example, the Tapad Device Graph helps unify consumers across all of their devices so marketers can deliver the right content at the right time. When you layer our purchase insights onto the Device Graph, you can further refine your targeting based on how people spend. That means that a department store could identify those consumers that spend frequently with its competitive set and reach them with personalized campaigns across all of their devices. That’s really powerful targeting, particularly at a time when personalization and relevancy are gaining importance with marketers and consumers.
This is just one example, but you can imagine the possibilities when you complement our purchase intelligence with other sources, such as CRM or web browsing data.
To see Tapad’s responses to Cardlytics’ questions about the partnership, visit the Cardlytics blog.