Quotient has added promotions into its omnichannel measurement capabilities, giving marketers a platform to holistically measure the impact of promotions with media such as digital out-of-home, sponsored search, and onsite and offsite display advertising.
“Consumers’ paths to purchase have become increasingly nonlinear, making it critical for brands to engage with audiences across multiple touchpoints,” according to a Quotient news release.
By combining the impact of promotions with Quotient’s omnichannel media measurement, which aims to ensure that every shoppable moment is attributable, brands will have a centralized, holistic view of campaign performance across channels. This includes insights on consumers’ shopping journeys across various touchpoints in the purchasing process.
The addition offers advertisers a “deduplicated view” of attributable dollars, without double counting shoppers’ spend across marketing channels and helping them better plan and budget for future campaigns. (Data deduplication is a technique for eliminating duplicate copies of repeating data.)
In the release, Mary Kate Kaufman, associate manager of consumer promotions at Danone, a Quotient client, said, “It would be beneficial to be able to merge our media and couponing on the same reporting portal to make it easier to compare apples to apples and see the best optimizations."
Danone and other brands can now understand how these channels work together to generate campaign results.
“As retail media networks continue to transform the advertising landscape and boost retailers’ bottom lines, the wider industry is grappling with the differing measurement solutions found across mediums,” said Matt Krepsik, CEO of Quotient, in the release. “With this in mind, we’re thrilled to be launching a solution that enables our clients to maximize their return on investment. Consumer shopping behaviors are constantly changing, and the latest addition to our omnichannel measurement capabilities aims to help brands better understand promotions and media together.”
Quotient’s addition of promotions to its multi-touch measurement comes on the heels of the company’s release of transparent, in-flight reporting across media channels, launched earlier this year and available on-demand to clients via self-service.