July 23, 2019 - Posted at MrWeb News Online: Florida-based shopper intelligence and personalized digital firm Catalina Marketing has partnered with LiveRamp to develop new audience segments and measurement offerings for US CPG marketers, for launch this quarter.
Catalina will add more than 700 syndicated and 'countless' customized purchase-based audience segments and sales lift measurement services, available through the LiveRamp Data Store.
The new programmatic offerings promise users the ability to deliver precise, deterministic 'Shopper Personality' audience segments based on a wide range of purchase behaviors, product ingredients and lifestyle motivations; to optimise campaigns in-flight; and to map around 170m loyalty-based shoppers to 390m digital devices and 85m households using Catalina's proprietary ID Graph.
CEO Jerry Sokol [pictured] comments: 'Catalina is already the leading source of 1:1 shopper data down to the UPC level, tracking two billion daily transactions across our U.S. retailer network. We're excited to fortify our audience targeting and measurement capabilities by partnering with LiveRamp to launch such a broad spectrum of syndicated purchase-based audience segments, spanning all major CPG brand and category buying segments, to brands, retailers and self-service programmatic buyers. Additionally, we'll offer an unlimited number of custom segments that can be tailored to a brand's unique customer insights and targeting requirements'. More...