What if your thermometer only gave you a reading two days after you took it? Or your car’s gas gauge showed the fuel level from a week earlier?
You would make ill-informed – and even counter-productive – decisions because that information was outdated and no longer relevant to your current situation. That’s because measurement is only actionable when it’s timely.
The same holds true in advertising. Too often, measurement of the impact of campaigns has lagged well behind the campaigns themselves, as data on key business outcomes like sales lift and Return on Investment (ROI) are not available until many weeks or months after the ads have run. Rather than adjusting and improving a campaign in-flight to drive better business results, advertisers are forced to make-do with slow, out of date results that don’t keep pace with the demands of running a business.
To address this industry-wide challenge around timeliness, we are delighted to expand our Moat by Oracle Data Cloud measurement suite to include Moat Outcomes, an always-on platform that will change the measurement game.
With Moat Outcomes, causal measurement becomes more agile and responsive, providing marketers with real-world business results from their ad campaign in as little as ten days. Using a new dynamic UI, marketers or their agency partners can quickly evaluate and improve all of their campaigns on a tactical level by comparing results across different audiences, creatives, or placements, so they can pull the right levers to meaningfully improve performance while the campaign is still running. For the budget-constrained marketer, the rapid reallocation of resources to the most effective channels and tactics can save both time and money.
Moat Outcomes equips marketers with a toolkit to measure sales lift, whether CPG, retail, or restaurant. For big box retail or QSR advertisers, the ability to measure total store sales for their clients – aggregated and broken out by retail vs. online purchase – is powered by Oracle Data Cloud’s collaboration with Visa.
By integrating location data from PlaceIQ, Moat Outcomes also helps marketers measure whether their digital ads are driving a lift in brick-and-mortar visits to stores, restaurants, auto dealerships, and many other physical locations. With this collaboration, our measurement solution expands to serve an even broader set of advertisers, including auto and media & entertainment, to whom location-based outcomes prove critical in affecting ROI.
"PlaceIQ is excited to deepen our collaboration with Oracle in this launch, combining our best-in-class data set with their trusted methodology to enable marketers to manage foot traffic KPIs,” said Duncan McCall, CEO of PlaceIQ. “The capability to connect physical and digital signals comes at a time when marketers need it most - not just to monitor foot traffic, but to actually optimize mid-campaign and actively drive ROI for their business."
In an era of constrained budgets and constant changes in consumer behavior, marketers can’t afford to wait for belated retrospective measurement studies. Moat Outcomes helps marketers identify timely adjustments to improve their campaign performance based on measurable business results. Put simply, if your marketing machine is a sports car, don’t you want to be sure it has the gas it needs to roar?
For more information about Moat Outcomes, available now in the US, or to request a demo, please visit Moat.com.