Catalina BuyerVision Mobile CASE STUDY DETAILS targeting ...
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CASE STUDY DETAILS BRAND PRODUCT CHANNEL GOAL Major CPG Premium Frozen Entrée Mobile Extend Loyal Base CAMPAIGN DETAILS A major Premium Frozen Entrée brand wanted to drive offline sales by testing mobile engagement with current loyal Single Serve Frozen Entrée consumers. OUR METHODOLOGY ▸ November 7, 2013 - December 25, 2013 (7 weeks) ▸ 12.5MM impressions delivered SUMMARY Catalina BuyerVision powered by 4INFO collaborated on a targeting and measurement campaign with a major CPG brand to drive mobile engagement to increase offline sales amongst its current brand buyers. As a result, the brand saw a 1% lift in purchases from the exposed group, driven primarily by incremental Dollar Purchase Amount. Isolate Strategic Purchase- Based Target in NCS Database All-outlet representative Test Design and Treatment Execution A marketing stimulus (Magazine Ad, Digital Ad, etc.) is applied to a group of consumers Identification of Exposed and Unexposed Households and One-to-One Match Exposed Test Households Example: LOW LOYAL COMPETITIVE BUYERS Example: HEAVY CATEGORY BUYERS Unexposed Control Households Measure and Interpret Sales Impact by Focusing on Purchasing Patterns 1 2 3 4 CHANNEL SALES PARTNER NIELSEN CATALINA SOLUTIONS MATCHED AUDIENCE + 1% EXPOSED $16.55 UNEXPOSED $16.32 Case Study | Mobile ©2014 NC Solutions, Inc. | [email protected] ncsolutions.com Catalina BuyerVision Mobile targeting and measurement recognized a $6.00 return for every ad dollar spent.
Transcript of Catalina BuyerVision Mobile CASE STUDY DETAILS targeting ...
C A S E S T U DY D E TA I L S
BRAND
PRODUCT
CHANNEL
GOAL
Major CPG
Premium Frozen Entrée
Mobile
Extend Loyal Base
C A M PA I G N D E TA I L S
A major Premium Frozen Entrée brand wanted to drive offline sales by testing mobile engagement with current loyal Single Serve Frozen Entrée consumers.
O U R M E T H O D O LO G Y
▸ November 7, 2013 - December 25, 2013
(7 weeks)
▸ 12.5MM impressions delivered
S U M M A R Y
Catalina BuyerVision powered
by 4INFO collaborated on a
targeting and measurement
campaign with a major CPG brand
to drive mobile engagement to
increase offline sales amongst its
current brand buyers.
As a result, the brand saw a
1% lift in purchases from the
exposed group, driven primarily
by incremental Dollar Purchase
Amount.
Isolate Strategic Purchase-
Based Target in NCS Database
All-outlet representative
Test Design and Treatment
Execution
A marketing stimulus (Magazine
Ad, Digital Ad, etc.) is applied to a
group of consumers
Identification of Exposed and
Unexposed Households and
One-to-One Match
Exposed Test Households
Example: LOW LOYAL
COMPETITIVE BUYERS
Example: HEAVY
CATEGORY BUYERS
Unexposed Control Households
Measure and Interpret
Sales Impact by Focusing on
Purchasing Patterns
1 2 3 4
CHANNELSALES
PARTNER
NIELSENCATALINA
SOLUTIONS
MATCHEDAUDIENCE
+ 1%
EXPOSED
$16.55UNEXPOSED
$16.32
Case Study | Mobile
©2014 NC Solutions, Inc. | [email protected] ncsolutions.com
Catalina BuyerVision Mobile targeting and measurement recognized a $6.00 return for every ad dollar spent.
R E S U LT S
By targeting current brand buyers, this major brand saw a 1% lift in purchases from the exposed group. We saw a 1% increase in Dollar Purchase Amount, and the Return on Ad Spend was an impressive $6.00.
K E Y F I N D I N G S
Exposed consumers were making this major Premium
Frozen Entrée brand and its promoted brand a larger
part of their Frozen Entrées/Sandwiches purchase mix
(in blue) when compared to those not exposed at the
expense of several competitors below (in grey).
Incremental $ per
$1 spent (ROAS)
Total Incremental Sales
from Campaign
Total Media
Spend
DIFFERENCE IN PERCENT CHANGE WITHIN FROZEN ENTRÉES/SANDWICHES DOLLAR SHARES
COMPONENTS OF SALES
0.15%
0.39%
-0.07%
-0.03% 0.03% -0.02% -0.02%
I N S I G H T S
Return on Advertising Spend was an impressive $6.00
RETURN ON ADVERTISING SPEND (ROAS)
Increase in sales
Change in dollar shares for featured brand
+1%
+0.39%
$6.00
$150,000÷
$900,251
Frozen Entrée Brand Buyers are a valuable and growing audience segment. Contact Catalina BuyerVision to reach your loyal consumers and measure your offline sales lift.
ncsolutions.comCase Study | Mobile
Analysis Period: November 7, 2013 – January 24, 2014 Data Source: Frequent Shopper
PURCHASEAMOUNT
+1%
SALES+1%
This Purchased-Based Targeting (PBT)
resonated with Female Head of Households
aged 45-54, HH’s w/ presence of children
12-17, Male Head of Households aged 45-54,
and HH’s w/income > $100k based on HH’s
exposed that then bought the product.
DEMOGRAPHIC PROFILE INDEX TO TOTAL PANEL
Analysis Period vs. Match Period
Featured Brand Competitor
©2014 NC Solutions, Inc. | [email protected]
