Dive Brief:

• Visa and Oracle have joined forces to combine Visa’s consumer database with Oracle’s Data Cloud for a new venture called Visa Advertising Solutions, the card network said in a release. 
• The product is intended to help retailers, restaurants and other marketers understand how digital ads are impacting online and offline sales, as well as measure mobile, display, video and social campaigns.
• Ali Jafari, vice president, partnerships at Twitter, was quoted on a pilot program stating the solution was able to measure the impact of Twitter ads on offline sales and prove ROI.

Dive Insight:

For marketers, the main value behind Visa Advertising Solutions is the sheer amount of data Visa and Oracle bring to the table between transactional information on Visa’s end and B2B data on the part of Oracle. The combination is marketing gold for targeting as well as measurement.

“Working together, we can combine Visa Advertising Solutions’ unmatched purchase data and merchant relationships with the Oracle Data Cloud’s data assets and expertise in building and measuring purchase-based audiences," said Eric Roza, senior vice president of the Oracle Data Cloud, in a release. "This allows everyone from restaurants to retailers to improve the effectiveness of their advertising by establishing a direct link between digital ads and actual sales, whether these occurred online or in traditional brick and mortar locations.”

For marketers, especially for marketers reaching mobile users, being able to connect the online and offline experience is increasingly important. Transactional data, in particular, can tell marketers what consumers have previously purchased and offer insight into what they might be in the market for next. 

The news comes at a time when a number of entities are chasing more effective cross-channel marketing. Facebook recently announced several new products and integrations with measurement partners like Nielsen Catalina Solutions, Oracle Data Cloud and Neustar MarketShare that are focused on helping marketers better understand the effectiveness of their ads.