Pathformance, a platform for activation of data-driven consumers, and Reveal, a provider of out-of-home (OOH) attribution, have come together to eliminate data fragmentation in the retail ecosystem, In particular focusing on physical stores, in a significant consolidation of marketing technologies. With the integration of Pathformance’s highly detailed sales-lift metering into Reveal’s privacy-friendly foot traffic analytics platform, consumer packaged goods (CPG) brands and advertising agencies will be able to coordinate, at a very detailed level, the linkage between physical OOH campaign exposure, actual store visits, and purchases at the SKU level through the unified workflow. Historically, optimizing traditional or digital outdoor ad spend has been severely hindered by siloed data layers, particularly for multi-product brands navigating complex multi-SKU retail environments.
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The integrated framework addresses this operational friction by leveraging Pathformance’s PathX platform-which serves weekly-refreshed, store-and-region performance metrics-alongside Reveal’s advanced GPS-based location modeling to isolate true incremental lift using rigorous test-versus-control data methodologies. Emphasizing the operational demand for absolute performance clarity, Elizabeth Johnson, Pathformance CEO, stated: “Marketers don’t just want impressions; they want to know if their spending moved people to act. With this integration, we can now connect ad exposure directly to foot traffic and purchase data, so our clients walk away from every campaign knowing exactly what their media dollars delivered”.