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APT Unveils Platform To Measure Impact Of Digital Ads

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Applied Predictive Technologies (APT), a Mastercard company providing cloud-based analytics software, launched APT Digital Omnichannel Testing (DOT), a solution that enables retailers to use the company’s Test & Learn platform to measure how digital ad campaigns increase sales from existing customers across channels.

“With these enhancements, our Test & Learn platform can now provide additional clarity around the effectiveness of digital strategies,” said Anthony Bruce, CEO of APT in a statement. “Our clients now have direct visibility into the incremental impact of digital advertising campaigns on their own customers, enabling them to measure holistic results across channels.”

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APT DOT allows a retailer to test online ads focused on its customer’s loyalty program members. This test would enable the retailer to identify whether increased sales matched the investment in an ad campaign. Additionally, retailers can incorporate data on purchases made in-store by loyalty program members.

“Findings like this can drive significant business value, particularly when applied to potentially millions of customers and hundreds of digital campaigns and initiatives,” said Bruce.

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