In the US, shopper targeting specialist Valassis has launched the 'Consumer Activation Score', which helps advertisers target 'value-oriented' audiences with relevant deals.
Valassis integrates online and off-line data to target its clients' most valuable shoppers wherever they plan, shop, buy and share. The new Consumer Activation Score combines the firm's proprietary access to coupon redemption data sources with advanced analytical insights, including information about what consumers are buying, where they purchase and where they are located.
CPG advertisers can use the tool to drive increased awareness of new products and brands, says the firm, while building retailer relationships through identification of those neighborhoods most likely to drive in-store traffic. Retailers can use it to drive traffic and sales by targeting 'promotionally-responsive' consumers who benefit from more personalized advertising, brand offerings, discounts/coupons and promotions.
Greg Green (pictured), Chief Data and Analytics Officer, comments: 'Consumers provide a wealth of data to brands today, and in return they expect relevancy and personalization. With our new Consumer Activation Score, our clients can better target the massive audience of value-seeking shoppers, to deliver more relevant, successful campaigns and improve the consumer experience'.
Web site: www.valassis.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.