NEWS8 April 2014
US — Early-stage Facebook investor Jim Breyer has made a “significant investment” in Datalogix, a data analytics firm that works with Facebook to match ad exposure data to sales data.
As well as the undisclosed investment, Breyer will also join Datalogix’s board of directors.
“Connecting advertising directly to in-store product sales is the Holy Grail for marketers, and I believe Datalogix delivers the best platform on the market for achieving this,” said Breyer.
In its work with Facebook, Datalogix blind-matches household purchase information (based on loyalty card data) to the records Facebook keeps about which of its users are exposed to which ads – leading to a calculation of the return on investment generated from marketing on Facebook.