Catalina and PlaceIQ in CPG Retailer Deal

Shopper intelligence specialist Catalina has partnered with location intelligence firm PlaceIQ to offer location-driven planning, measurement and attribution services to CPG retailers.

Through the deal, Catalina will use PlaceIQ's 'Firehose Visits' product to enhance its measurement, audience creation and analytics offerings. Firehose Visits includes visitation metrics from across the country - along with Place metrics to capture open hours and multi-use properties. In addition, PlaceIQ will extend its Point of Interest (POI) database to include more than 30,000 custom locations to support Catalina's out-of-home and place-based media service.

The firms say that PlaceIQ's location-based data combined with Catalina's deterministic shopper transaction data and shopper panel data will enable advertisers to reach more precise audiences, optimize off-line and online media engagement across channels, and deliver real-world ROI on a campaign's performance. PlaceIQ's data was tested for accuracy by comparing historical data to Catalina's own sets of transaction data.

Brian Dunphy (pictured), SVP, Digital Business & Strategic Partnerships at Catalina, comments: 'With PlaceIQ further extending our knowledge of where shoppers shop, as well as what they care about, we can help CPG advertisers better target them at locations they frequent with relevant, impactful advertising. We can also measure sales lift conversion based on shoppers seeing specific ads while on their path-to-purchase.'

Web sites: www.catalina.com and www.placeiq.com .