Data Modeling Combines Offline Consumer Purchase Data with Multiple Online Data Graphs from 1.3B Users
MCLEAN, Va. - AddThis, provider of the largest social and interest graph on the open web, announced the launch of Purchase Graph, a data set that dramatically improves the ability to identify, scale and target web audiences during the purchase cycle. Purchase-based audiences are created through a combination of offline purchase behavior and AddThis proprietary online search, behavior and social data. The resulting audiences and analytics provide marketers with more efficient and cost-effective access to highly targeted audiences to support paid, owned and earned media strategies.
“Marketers today are under intense pressure to deliver engaging online content to increasingly more savvy consumers, and to get highly focused in reaching those consumers most likely to purchase a particular brand,” said Ramsey McGrory, CEO of AddThis. “Purchase Graph provides an unprecedented level of understanding into purchase patterns and intent, arming these marketing decision-makers with a powerful new way of predicting, analyzing and influencing buying behaviors.”
New data analytics technologies are enabling advertisers to continuously refine the balance of performance vs. size when defining campaign criteria to target consumers. The Purchase Graph improves on this strategy, leveraging AddThis’ global footprint of 1.3B online users, combined with rich offline data, to ensure advertisers are targeting not only the right audience, but the audience with clear purchase intent to ensure both campaign scale and precision. Purchase Graph targeting can be used for on-site content and ad optimization, as well as for targeting as part of paid media campaigns
Benefits of Purchase Graph include:
- Enables advertisers to identify and target users based on offline and online purchasing patterns and trends
- Closes the gap between data signals and behaviors and purchase intent
- Immediately available in 20 segments for seasonal campaigns, from Toys and Women’s Apparel to Gadgets and Winter Travel
- Able to create custom Purchase Graph audiences derived from offline purchase behaviors
Leveraging social ties, data trends and insights, advertisers can better understand a consumer’s purchase intent, which enables more effective campaigns that lead to ROI and brand impact. Purchase Graph is the only tool available with a direct connection to 1.3B users and the ability to scale to performance.
AddThis is the leader in socially connecting publishers, services and advertisers to audiences on the open web. Reaching more than 1.3 billion unique users monthly, AddThis’ social tools and analytics are used on more than 14 million unique domains to distribute and track digital content such as web pages, widgets, and videos to social networks, bookmarking sites, blogs, and more. AddThis’ proprietary XGraph data technology processes signals from 70 percent of the world’s web users to deliver real-time insights, data-driven tools, and high-performing audience products. Visit addthis.com to learn more.