Google: Online to Brick and Mortar Cross Correlation
August 31, 2018
Our research suggests that Amazon may have a slight edge in the cross correlation of user data. Google, whether pulling a me too or simply going its own way, has decided to link online and brick and mortar data.
The effort was revealed in “Google and MasterCard Cut a Secret Ad Deal to Track Retail Sales.” Amazon has access to some data which makes it possible for those with appropriate system access to perform analyses of Amazon customers’ buying behavior.
According to the write up:
For the past year, select Google advertisers have had access to a potent new tool to track whether the ads they ran online led to a sale at a physical store in the U.S. That insight came thanks in part to a stockpile of MasterCard transactions that Google paid for. But most of the two billion MasterCard holders aren’t aware of this behind-the-scenes tracking. That’s because the companies never told the public about the arrangement.
To be fair, I am not sure any of the financial services and broker dealer firms provide much output about the data in their possession, who has access to these data, and what use cases are applicable to these data.
From my vantage point in Harrod’s Creek, Kentucky, Google can find its own use cases for Mastercard data.
One question: Does Mastercard pay Amazon to process its data, or does Amazon pay Mastercard?
Google, if the information in the real news article is accurate, is paying for data.
I will address Amazon’s real time streaming data marketplace in my upcoming lecture in Washington, DC. If the information in the US government document I cite in my talk in correct, Google has to shift into high gear with regard to cross correlation of shopper data.
Stephen E Arnold, August 31, 2018
Comments
-
- Subscribe to Beyond Search
Feature archive
News archive
-
