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PlaceIQ Teams With Nielsen Catalina Solutions On Detailing The CPG Purchase Path

Nielsen Catalina has been expanding its online-to-offline insights for CPG brands. PlaceIQ's geo-data analytics is viewed as a key complement.

PlaceIQ is working Nielsen Catalina Solutions to expand measurement of online-to-offline ad effectiveness for consumer packaged goods products.

By its nature, CPG brands have tended to rely on retailers to manage point-of-sale and marketing campaigns at the store level. Over the past two years, CPG brands have struck a number of deals to reach mobile consumers directly, typically via app-based offers. But the ability to capture attribution data — did this mobile ad lead to an actual sale — has required layers of proof.

“To the degree that we have been making such terrific strides within CPG,” says Nadya Kohl, PlaceIQ’s EVP of business development, “what we often hear from clients and agency partners is, ‘We need to do is be able to connect this marvelous new piece of location-based insight to the language we already use and the language that some of these CPG companies have always used.’ And Nielsen Catalina Solutions provides that language CPG brands speak.”

The partnership brings NCS’ dataset, which includes two years of historical purchase information — updated daily — covering roughly 90 million households from approximately 18,000 grocery and drugstore locations.

That is being combined PlaceIQ’s Place Visit Rate (PVR), which the company has attempted to position as a “a real-world KPI” that measures in-store ROI.

The deal with Nielsen Catalina comes almost a year after PlaceIQ struck a partnership with another CPG metrics provider, IRI.

The promise of PlaceIQ’s alliances is that brands and agencies can better target their audiences based on shoppers’ likelihood to buy certain products, ultimately serving ads that consumers might be more interested in (and less “wasted” ad spending). This allows brands to increase or lower ad dollars between areas that are over or under-performing, thanks to the greater efficiencies from smarter marketing forecasts.

“Purchase history is the best predictor of purchase intent, and we have the largest CPG purchase dataset available,” said Marco Parente, VP, Digital Product & Strategy, Nielsen Catalina Solutions, in a statement. “Now, PlaceIQ clients can use this data, combined with location data, to deliver more relevant advertising, understand how it impacts sales, and use those insights for future advertising.”

For example, Kohl says that if a yogurt brand wants to create a campaign to reach competitive buyers, they can segment competitive buyers, lapsed brand buyers or likely triers to understand which consumers will react most favorably based on their purchase history.

Then audience visitation trends from the real-world, via PlaceIQ, can highlight “gym rats” or “health nuts” based on retail locations and recreational activities. The combination of purchase and location data will help brands reach the most relevant audience at times when they’re most receptive to advertising.

“In the case of Nielsen Catalina what I find so exciting about having them on board is that they come from a space where their whole essence and their whole philosophy is centered around connecting the what and the why,” Kohl says. “If I think about consumers’ ‘occasion states,’ I keep going back to my old chestnut of ‘location states.’ The best way to make occasion states more valuable to advertisers is to fuse it together with foot traffic action of a consumer group or an audience, together with their propensity or their affinity to products than their actual purchase patterns. That’s what colors in the picture of the purchase path.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.