Nielsen Catalina Rolls Out New Segmentation Approach

In the US, shopper insights specialist Nielsen Catalina Solutions (NCS) has introduced a new approach to audience segmentation which uses purchase data to identify the most likely buyers of a CPG product, and target advertising to maximise sales.

The firm, which was formed in 2009 as a joint venture between Nielsen and Catalina Marketing Corporation, matches Nielsen media data with Catalina frequent shopper card data from more than 70 million households. The new methodology has been designed to help evaluate consumers who have not purchased a brand's product in the last year and segment them into groups that are likely and unlikely to be converted into brand buyers.

The method, known as 'choice fragmentation', has so far been used to test thirteen brands. NCS says that in trials the responsiveness index of the brands - calculated as the percentage of the sales lift against the percentage of reached households - rose from 51 to 149.

Chief Research Officer Leslie Wood (pictured) comments: 'Just as data has revolutionized media activation and consumption, it has also impacted audience segmentation. We've gone from demographics to buyergraphics, and this work takes the buyergraphic approach to a whole new level by identifying which non-buyer segments have the most sales potential through choice fragmentation'.

Web site: www.ncsolutions.com .