Facebook backer makes investment in data analysis firm Datalogix
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.
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