Oracle and Snapchat have partnered to measure the effect of digital advertising in the offline retail channel.

Oracle Data Cloud and Snapchat will measure incremental store sales following promotional campaigns on Snapchat.

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After reviewing the impact of campaigns on in-store sales, Oracle Data Cloud will help consumer packaged goods (CPG) firms quantify and boost their ongoing promotional efforts on Snapchat.

Oracle Data Cloud also released a research that analysed in-store sales increase from 12 CPG campaigns run on Snapchat. These campaigns included of cosmetic, personal care, cleaning, packaged food, and beverage brands.

"We can help Snapchat advertisers maximise their return on investment and drive higher profits."

The research found that 92% of the Snapchat ad campaigns led to a positive increase in in-store sales and Snapchat ad campaigns exceeded Oracle Data Cloud standards on all important metrics.

Oracle Data Cloud senior vice-president Eric Roza said: "We are delighted to be working with one of the fastest-growing platforms in history to help Snapchat advertisers understand and improve the effectiveness of their campaigns.

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"By combining offline sales data with cutting-edge analytics, we can help Snapchat advertisers maximise their return on investment and drive higher profits."

Snapchat global head of revenue operations Clement Xue said: "We’ve been listening closely to advertisers and delivering the data they need.

"This research shows that Snapchat is more effective at driving sales for advertisers, and we’re delighted to offer this measurement solution going forward."

Oracle Data Cloud is a data-as-a-service solution, which has access to over $3tn in consumer transaction data, two billion global consumer profiles, and more than 1,500 data partners.