NEW YORK – Measuring business outcomes is a key part of helping marketers to understand the effectiveness of their advertising and promotional efforts. Purchase data from banks and consumers who have opted in to share the information are a valuable resource in these metrics.
“We’ve been talking about outcomes for a while, but this really puts a stake in the ground and allows us to have the transaction or the consumer purchase as the outcome,” Damian Garbaccio, chief business and marketing officer at Affinity Solutions, said in this interview with Beet.TV’s Andy Plesser. “We feel really good … that we will be that signal that helps in the marketplace.”
Agency holding companies, media owners, measurement companies and adtech firms all can find applications for consumer purchase data, Garbaccio said.
“We’re now able to help them through all stages of the advertising funnel,” he said. “Affinity puts us in the best place to do those and really get outcome-based advertising and marketing to a new level.”
You’re watching “Advancing Media Measurement,” a Beet.TV Leadership Series and Dinner, presented by Affinity Solutions. For more videos from this series, please visit this page.