How to Prove ROI for CPG Brands Using Loyalty & Purchase Data

/ Case Study - Advanced Measurement, Programmatic, Social

/ The Brief

How to Prove ROI for CPG Brands Using Loyalty & Purchase Data

Searching for ways to prove ROI for CPG brands? A global specialty cookie brand partnered with Coegi to relaunch their brand across six geographic locations in the United States. Partnering with Catalina, a CPG-focused consumer data company, the teams were able to target, measure, and optimize CTV and display campaign results in real time across multiple platforms, resulting in significant incremental sales lift and an increase in new buyers and repeat purchases. 

/ Highlights

28% incremental sales lift
38% new buyer base
8% new buyer purchase repeat rate

/ Challenge

Measuring campaign effectiveness to prove ROI can be complicated for CPG brands. Data from online and in-store sales combined with the cyclical purchasing habits of consumers can significantly blur the lines between what was and what was not purchased as a result of a marketing campaign. This lack of clarity makes it difficult to evaluate ROI.  It can also handicap a marketer’s ability to make informed, real-time optimizations throughout. Without these insights, a true understanding of campaign success can be out of reach for most brands without the assistance of advanced measurement strategies. 

 

/ Solution

We knew the key to success for this campaign was gathering real time sales data. This would allow for quick and efficient optimizations while also providing feedback on the campaigns’ impact on sales lift.  It was also important to reach audiences across multiple channels to facilitate consideration and keep the brand top of mind. 

Due to their proven history in CPG advertising, we looked to Catalina to assist with this challenge. Originally, the creators of the Checkout Coupons, Catalina has evolved to be an industry leader in targeting, tracking and measuring CPG consumer behaviors. With almost 40 years of consumer data and one of the world’s largest in-store media networks, Catalina has built an activation, measurement and attribution model. This allows CPG marketers to build and target hyper-focused niche audience groups across multiple channels. 

Using Catalina’s measurement technology and vast data banks, our team developed and activated highly segmented first-party data lists across CTV and digital display platforms. These audiences consisted of current customers, lost/lagged customers and potential consumers that were more likely to purchase our client’s product. The combination of these audience groups produced rich targeting segments. These users were more likely to engage with and purchase the product than the broader U.S. population. 

The audience group quality set the foundation for campaign success. However, the real key to driving results for our client was in the cross-channel targeting of these lists in order to keep the brand top of mind at point of purchase. To do this, our team activated CTV and display campaigns using Catalina’s in-house network. Simultaneously, we were targeting the same audience groups on Facebook and Instagram. 

The combination of these tactics enabled us to surpass industry benchmarks delivering beyond expectations for the client. The seven week campaign resulted in an incremental sales lift of 28% (16% benchmark) with a 38% increase in new buyer base and a repeat purchase rate of 8% in those new users. For CPG brands looking to prove advertising ROI, prioritize collecting high quality customer sales data to accurately track and measure sales lift throughout campaigns. To amplify results, use segmented audience lists with a cross-channel strategy to increase reach and frequency among key consumer groups.

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