Catalina Launches Campaign ROI Evaluation Tool

In the US, point-of-sale data giant Catalina has launched a marketing planning app, which taps into insights from 260 million shopper IDs and sixteen billion shopper transactions to help CPG brands and retailers understand their marketing campaign return on investment (ROI).

The new 'Catalina Investment Planner' combines insights into the purchasing behavior of US shoppers with Catalina's database of historical campaigns and results. Using the tool, Catalina can collaborate with clients to test and modify campaign parameters, such as program objectives, targeted buyer audiences, type and scope of campaign, coupon values, and investment levels. As it makes billions of calculations in the background, the application shows how various decisions could impact product trial, loyalty and volume ROI, and total incremental dollar sales.

Todd Morris (pictured), President of Catalina US, comments: 'Our new Investment Planner takes the guesswork out of campaign design and planning. We can now show with unparalleled certainty the impact on growth of different campaign scenarios in terms of dollars and cents and return on investment.'

Web site: www.catalina.com .