Working with Oracle Data Cloud, Visa Advertising Solutions Uses
Transaction-Based Insights to Help Merchants Target and Measure Digital
SAN FRANCISCO & REDWOOD SHORES, Calif.--(BUSINESS WIRE)--Sep. 27, 2016--
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
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,
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.
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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160927005676/en/
Source: Visa Inc.
Aida Hadzibegovic, 415-805-4242