Hakuhodo to begin providing an original “purchase tracking tool” capable of measuring the effect of Hakuhodo DY Group digital ads on purchases at brick-and-mortar stores

Starting August 7, Hakuhodo DY Media Partners Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: HirotakeYajima; “Hakuhodo DY Media Partners”), Hakuhodo DY digital Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Akira Tsuji; “Hakuhodo DY digital”), and D. A. Consortium Inc. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Masaya Shimada; “DAC”) will jointly provide a “purchase tracking tool”, which is a tool that measures the effects of digital advertising on purchases at brick-and-mortar stores.
While it was possible to measure the effects of digital advertising with click rates and other Web indicators in the past, measuring how much these ads contribute to purchases made at actual stores has not been easy. Moreover, existing purchase tracking tools lack sample data in a volume sufficient enough to measure the effect on purchases, and they also have the drawback of being limited to particular sales channels and distribution media.
This new tracking tool provides a solution to these problems by using the mass quantity of purchase actual data possessed by the Hakuhodo DY Group (POS data with ID, receipt data, and other product and service data recorded at the time of in-store purchase) to make it possible to measure the effect of digital advertising on purchases at brick-and-mortar stores across multiple sales channels and multiple distribution media.