NEW YORK and CINCINNATI, Nov. 10, 2016 /PRNewswire/ -- PlaceIQ, the company building a new model of consumer behavior by connecting physical and digital activities across time, space, and mobile devices, today announced a relationship with Nielsen Catalina Solutions (NCS), the leader in purchase-based targeting and return on ad spend (ROAS) measurement for the CPG industry.
Now, CPG brands will be able to pair best-in-class location data, sourced from more than 10 billion daily location-enabled device movements, with the largest, most representative CPG purchase dataset in the country. With the NCS data, PlaceIQ will help clients understand purchase history, retailer visits and recreational activities. With these insights, CPG advertisers can highlight the right audience, reach them with personalized advertising, and measure in-store ROAS. These insights can then be leveraged to inform smarter media plans down the line.
"PlaceIQ and NCS bring together powerful measurement and insight capabilities for CPG brands, fueled by two market pioneers and innovators," said Nadya Kohl, EVP of business development, PlaceIQ. "Coupling NCS' UPC-level sales data with PlaceIQ's proprietary Place Visit Rate (PVR®) metric enables brands to measure the effect of media and business decisions across critical moments, from the moment consumers see an ad to the moment of footfall in a store, to when the cash register rings for a specific product. This end-to-end understanding of the true consumer purchase journey, made possible with NCS and PlaceIQ, means marketers receive granular insights that can point to specific channel optimization opportunities. The true power of our alliance is the versatility that these insights can provide – at scale of audience and market penetration."
NCS' dataset includes two years of historical purchase information, refreshed daily, for nearly 90 million households from approximately 18,000 grocery and drugstore locations. With the granular NCS data, advertisers can understand consumer segments based on behavior. For example, 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.
"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. "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."
NCS joins PlaceIQ's extensive portfolio of leading data partners, comprised of data and technology leaders. For more information, please visit: www.placeiq.com
About Nielsen Catalina Solutions NCS (Nielsen Catalina Solutions) is a purchase-based ad targeting and ROAS measurement firm serving the CPG industry. NCS integrates in-store purchase data from nearly 90 million households with media exposure data from TV, online, mobile, print, radio and CRM to help consumer packaged goods advertisers, agencies and media companies define their most valuable audience, reach them with advertising and measure incremental sales from the campaign. The joint venture between Nielsen and Catalina has helped over 200 advertisers and 450+ brands optimize ad performance to drive revenue growth and increase return on ad spend. Visit us at www.ncsolutions.com to learn more.
About PlaceIQ For brands seeking to understand consumer behavior, PlaceIQ connects physical and digital activities across time, space, and mobile devices to uncover opportunities to learn and connect with audiences. PlaceIQ is a powerful, location-based audience and insights platform that organizes a wide variety of consumer activity data around a targeted precise location base map at massive scale. PlaceIQ uses its detailed understanding of location and consumer activity to reach a targeted audience, and also to derive powerful insights about consumer behavior to inform market and business strategies for national brands. The company is headquartered in New York City and has offices in Palo Alto, Chicago, and Detroit. For more information, visit www.placeiq.com. Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.