Seeking Alpha

Report: Google looking to use offline data to grow ad sales

  • The WSJ reports Google (GOOG) has launched a pilot program that fuses data about a user's AdWords search ad clicks with offline purchase data from the likes of Acxiom (ACXM) and DataLogix - those two firms are already partnering with Facebook and Twitter.
  • Google's reported goal: To provide advertisers with better data about the extent online activity drives offline purchases, and in doing so motivate them to ramp their AdWords spend.
  • Benny Arbel, CEO of ad tech startup myThings: "If Google can demonstrate that people did not just click on an ad but that they actually bought something, that is the Holy Grail."
  • Google's effort could prove particularly helpful on mobile, where its ad prices remain relatively soft (moreso for smartphones than tablets) and users are often less likely to follow up on an ad click with an online purchase.
  • A recent comScore-backed survey found 78% of U.S. mobile searches for local information led to offline purchases. Moreover, comScore states "nearly half of all service, restaurant and travel searchers were looking for a business they have never made a purchase from before."
  • In addition to Google, those figures could have positive implications for YELP.
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Comments (15)
  • Manitobatex
    , contributor
    Comments (661) | Send Message
     
    com.score can predict what purchases were made off line is a figment of the imagination.....especi... a rate 0f 78% is a figure that must have been drawn out of a hat. I have never heard of such an asinine prediction/estimate/ or crystal ball estimation/prediction.... absurd. This type of hogwash means that people no longer use cash/cheques/bitcoins/...
    11 Apr, 08:19 PM Reply Like
  • SA Editor Eric Jhonsa
    , contributor
    Comments (829) | Send Message
     
    I'd suggest taking a closer look at the numbers. comScore and its partners surveyed 5,000 U.S. consumers, and were trying to figure out how often searches for local businesses led to money eventually being spent at a business. Someone going to a Starbucks or a Best Buy (and spending money) after searching for one on a smartphone would qualify.

     

    With that in mind, 78% is believable.
    11 Apr, 09:32 PM Reply Like
  • Manitobatex
    , contributor
    Comments (661) | Send Message
     
    You are right.....eventually in time people will purchase something, somewhere offline.......might be 2, 3, 4, years...........yes the survey is right.................... for doubting your 7 comscores expertise.
    12 Apr, 10:30 AM Reply Like
  • SA Editor Eric Jhonsa
    , contributor
    Comments (829) | Send Message
     
    Not sure what "7 comscores expertise" is, but the article mentioned most purchases happened fairly quickly.

     

    "Roughly three-fourths (76 percent) of those purchases happened the same day and most (63 percent) within a few hours."
    12 Apr, 12:22 PM Reply Like
  • Manitobatex
    , contributor
    Comments (661) | Send Message
     
    Sorry again.....the 7 was to be "&"
    Thanks for the details, you do good work.
    12 Apr, 08:51 PM Reply Like
  • SA Editor Eric Jhonsa
    , contributor
    Comments (829) | Send Message
     
    No problem
    13 Apr, 12:13 AM Reply Like
  • solojif
    , contributor
    Comments (110) | Send Message
     
    Google could cut a deal with NSA, give them access to google servers to spy on americans in return NSA could share credit card numbers & IP adresses. Cross refrences google searches with credit card purchases. Seems easy. Probably already happening.
    11 Apr, 08:29 PM Reply Like
  • cannedpawn8
    , contributor
    Comments (196) | Send Message
     
    This is BS. Someone is being sold a bill of goods and bettin on the come.
    11 Apr, 08:43 PM Reply Like
  • duhaus
    , contributor
    Comments (320) | Send Message
     
    All i know is, stockholder or not, I'm NEVER using google again. Long DuckDuckGo
    11 Apr, 09:38 PM Reply Like
  • Derek A. Barrett
    , contributor
    Comments (3534) | Send Message
     
    Agree, have already migrated off all my accounts

     

    This should be illegal

     

    Support Do Not Track initiative

     

    http://donottrack.us
    12 Apr, 02:08 AM Reply Like
  • Stone Fox Capital
    , contributor
    Comments (6190) | Send Message
     
    Most people use YELP to find a place never used before.
    12 Apr, 12:36 AM Reply Like
  • Derek A. Barrett
    , contributor
    Comments (3534) | Send Message
     
    Use Lightbeam/Collusion to see just how bad your data is being tracked and you can also take control over it :

     

    http://mzl.la/1n1XRAU
    12 Apr, 02:20 AM Reply Like
  • djkidm
    , contributor
    Comments (403) | Send Message
     
    YELP pushes restaurants to advertise with them, if not you run the risk of 'negative' reviews being pushed to the forefront of their system.

     

    In the end it will all come crumbling down…

     

    I suppose I am short YELP
    12 Apr, 07:22 AM Reply Like
  • DeepValueLover
    , contributor
    Comments (8611) | Send Message
     
    (GOOG) should buy (DXM) if they want access to offline ad data.
    12 Apr, 09:13 AM Reply Like
  • forkman
    , contributor
    Comments (3) | Send Message
     
    TWTR is the best Yelp out there...well not quite yet, but give it a couple more months and Yelp will have another solid competitor
    13 Jul, 10:42 AM Reply Like
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