iSpot this week announced that is now able to causal impact of TV to conversion events like at Point-of-Sale (POS), from call centers, in Customer Relationship Management (CRM) data, and location services.

iSpot present an example of a retailer for high-end jewelry running a national TV ad campaign with a call to action to visit a brick-and-mortar location for a specific promotion. Without iSpot, the retailer can track in-store interactions at POS providing a degree of insight into the overall impact of the promotion.

However, iSpot says the retailer doesn’t have specific insight into the causal impact of TV versus their digital campaigns or other activity like normal foot traffic. When the retailer connects their first-party POS data to iSpot, the retailer can match the prospects who were exposed to the TV ad campaign and then responded to the call-to-action.

According to iSpot, this enables digital-like attribution to TV so the retailer can allocate, optimize, and plan their future campaigns in a way that maximizes their TV ad spend.