Google starts tracking what people buy in physical stores
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Re: Google starts tracking what people buy in physical stores
#2My former employer Square (generally a great company) has been doing a similar thing for a while, in partnership with Facebook [1].
Re: Google starts tracking what people buy in physical stores
#3I was under the impression that Google already did this.
A Googler already described this to me years ago as "closing the loop", where Google's ad network already exposed a customer to a brand/product, but Google only gets credit for the conversion if it happens in the same browser session online. By tying together stats between impression and conversion (purchase, even in-store), the ad network becomes more valuable -- or less, if there was already an assumption of this effect with previously overestimated results.
Re: Google starts tracking what people buy in physical stores
#4FTA: "Google says it has access to roughly 70% of U.S. credit and debit card transactions through partnerships with companies that track that data."
Wow.
Re: Google starts tracking what people buy in physical stores
#5FTA: "Google says it has access to roughly 70% of U.S. credit and debit card transactions through partnerships with companies that track that data." Wow.
Agree -- that is a staggering figure and I'd love to know more about what they mean here.
Re: Google starts tracking what people buy in physical stores
#6"The kinds of data that Google is collecting also could become an inviting target for hackers, said Miro Copic, a marketing professor at San Diego State University"
As if Google wasn't already a target already?!
Re: Google starts tracking what people buy in physical stores
#7I was under the impression that Google already did this. A Googler already described this to me years ago as "closing the loop", where Google's ad network already exposed a customer to a brand/product, but Google only gets credit for the conversion if it happens in the same browser session online. By tying together stats between impression and conversion (purchase, even in-store), the ad network becomes more valuable…
Lots of companies have been improving attribution online. Offline is quite a different beast.
Re: Google starts tracking what people buy in physical stores
#8I was under the impression that Google already did this. A Googler already described this to me years ago as "closing the loop", where Google's ad network already exposed a customer to a brand/product, but Google only gets credit for the conversion if it happens in the same browser session online. By tying together stats between impression and conversion (purchase, even in-store), the ad network becomes more valuable…
Lots of companies have been improving attribution online. Offline is quite a different beast.
I remember reading an article a few years ago about Facebook doing this. It's also why some merchants will ask for your phone number, even if you pay in cash. With your phone number, the merchant can identify you. In Facebook's case, they know what ads they show you online, then they can tie any subsequent purchases tagged with your phone number back to your FB account.
Re: Google starts tracking what people buy in physical stores
#9[deleted]
Re: Google starts tracking what people buy in physical stores
#10There are certain products that people are more likely to buy in-store than online (clothing etc) but may be exposed to/advertised to online. I've always wondered how retailers track offline conversions effectively...