Tue, 02/11/2014 – 07:57 by Datalogix has acquired retail and grocery analytics firm
Spire Marketing for an undisclosed amount
according to a report in AdAge. According to the Spire website, the company has “one of the largest multi-retailer grocery panels in the United States with transaction data from 24 Grocery banners, 2,100+ stores, over 30 million households, and billions of annual transactions.”
Spire began as a shopper loyalty marketing platform. That’s very similar to Datalogix, which captures loyalty card data at the point of sale.
Datalogix also provides consumer purchase history data for digital ad-targeting purposes (like Catalina) to third parties. The company has struck high-profile partnerships with both Facebook and Twitter to help show ROI and offline sales impact from exposure to online ads on social media sites.
This “two-way” online-offline paradigm will soon become the norm. Offline activities and in-store behavior will increasingly be factored into online advertising and email targeting. For example, both xAd and Verve are coordinating with out-of-home companies to provide analytics and mobile targeting capabilities based on exposure to billboards and other outdoor ads.
Furthermore, online-to-offline ad tracking to the store and point of sale will equally gain momentum. This is one of the key trends that we explored at
Place 2013 and will be taking up again this July at
Place 2014.
