In the US, Kantar Worldpanel's ad analytics and insight division Shopcom has teamed up with consumer purchasing analyst Affinity Solutions, to help clients predict spend predictions, measure overall sales lift and gauge revenue impact in-store and through online channels.
Affinity Solutions' purchase-driven marketing cloud will give Shopcom access to historical, individual-level purchase data. This will provide marketers with access to 54 categories, and 450+ brand spend propensity scores, and deliver visibility into which individuals are likely to make a relevant purchase at a given retailer and how much they are likely to spend. In addition, the partners will offer a measurement solution to track in-store and online purchase behavior after customers are exposed to marketing campaigns. The firms say the results will link incremental revenue metrics directly to explicit promotional activity.
Jen Bukich (pictured), VP of Strategic Partnerships & Business Development at Kantar Shopcom comments: 'We are thrilled to partner with Affinity Solutions to create and offer the most precise retailer brand digital and mobile solutions in the marketplace. Having the power to understand consumers' purchase behavior gives advertisers the intelligence to make better decisions and improve marketing spend ROI'.
Web sites: www.kantarshopcom.com and www.affinity.solutions .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.