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

The Brief

Bahlsen partnered with Coegi to relaunch their brand across six geographic locations in the United States. Partnering with Catalina, a consumer data company, the teams were able to target, measure, and optimize CTV and display campaign results in real-time across multiple platforms. This resulted in significant incremental sales lift and an increase in new buyers and repeat purchases. 

Highlights

28%
Sales Lift

38%
New Buyer Base

8%
New Buyer Repeat Purchase Rate

Challenge

Measuring marketing campaign 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 of marketing attribution. It can also handicap a marketer’s ability to make informed 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. 

Solution

We knew the key to success for Bahlsen was gathering real-time sales data to inform quick optimizations and gain feedback on sales lift. It was also important to reach audiences across multiple channels to facilitate consideration and keep the brand top of mind. 

We looked to Catalina to assist with this challenge. With almost 40 years of consumer data and one of the 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 data, we 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. These rich targeting segments were more likely to engage with and purchase the product than the broader U.S. population. This 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 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 audiences on Facebook and Instagram. 

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.