AdParlor and Facebook attempt to bridge online-offline conversions with new tool

As part of a bid to further track the impact of online campaigns on sales conversions, AdParlor has teamed up with Facebook to launch a new CRM tool.

The technology works by monitoring customers’ purchases through devices linked to their email addresses – such as a Starbucks loyalty card – in order to attribute a sale to marketing efforts.

AdPalor will then combine the data collected from the purchase with Facebook’s analytics to track the influence of digital ads on the purchase behaviour.

“Asia Pacific has over 400 million daily social media users on Facebook, and e-commerce is growing rapidly, but brands are also coming to us to solve their challenges with connecting online engagement to offline purchases”, said Matt Sutton, chief executive officer of AdParlor Asia Pacific.

“Clients using this capability now have end-to-end visibility of their customer behaviour. They can see when and where to reach their customers, and make the connection between products seen online and how they influence purchase in store.”

AdParlor’s comes as part of a trend towards increased tracking of consumers beyond the digital sphere.

Chinese media monitoring company Miaozhen is to invest in facial recognition technology as part of a bid to track offline shoppers across China.

Meanwhile, outdoor provider Clear Channel has also invested in camera tracking OOH screens, which capture a sample of passersby to monitor their demographics and their responses to ads.


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