In conjunction with its data partner Datalogix and automotive insights firm Polk, Twitter announced today that automotive advertisers in the U.S. will be able to measure the offline sales impact of their Promoted and organic tweets.
The company first introduced offline sales impact reporting for the consumer packaged goods (CPG) sector last August. For the automotive reporting, Twitter matches up unreadable, scrambled (hashed) email addresses from Datalogix, to provide information about Twitter activity in aggregate. Datalogix can then pair that Twitter activity to vehicle purchases captured by Polk. Polk captures new and used vehicle purchases by make and model through DMV reporting.
The data is anonymized and aggregated and don’t reveal individual purchases. “Datalogix’s reporting helps auto advertisers identify the Twitter audience segments that demonstrate the highest conversion, providing insight into campaign effectiveness and helping future media optimization,” writes Ameet Ranadive, Product Manager, Revenue for Twitter.
As the company stated when the CPG reporting was announced, users can opt out of Datalogix measurement studies. If a user opts out, Datalogix does not send the user’s hashed email address to Twitter.