ComScore partnership to link online, offline sales

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Reston, Va.—Digital marketing company comScore is partnering with purchasing intelligence company Information Resources Inc. to measure the impact of online ad campaigns with offline purchasing behavior.

Information Resources' data on customer purchases, gleaned from its Consumer Network household purchase panel, will be matched with comScore's analysis of purchasers' exposure to certain online ad campaigns. The solution will be part of comScore's AdEffx marketing analytics suite.

Last week, the Nielsen Co. announced a similar initiative for TV ads. Its new partnership with purchasing data company Catalina Marketing Corp. will combine Nielsen's existing Homescan purchasing panel of buyers who log their media exposure and purchase histories with Catalina's database of some 50 million shoppers, in an enhanced effort to reveal which TV advertising campaigns prompt subsequent purchases.

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