In the US, shopper targeting firm Valassis has launched a solution called Connected Analytics, which combines proprietary data and sales insights to drive omnichannel marketing strategies.
Valassis integrates online and off-line data to target clients' most valuable shoppers wherever they 'plan, shop, buy and share'. Connected Analytics combines the firm's patented Valassis Consumer Graph intelligence, and proprietary coupon redemption and permissioned client sales data, to help brands understand motivations for purchase.
CPG can use the new solution to determine high and low opportunity segments, and create targeted campaigns based on demographics, interest and other characteristics. Connected Analytics can also identify untapped audiences using shopper profiles; and help execute campaigns using the right combination of media, based on real-time consumption patterns.
Head of CPG Sales and Strategy Meggie Giancola (pictured) comments: 'Recently, we've seen significant shifts in consumer buying and media consumption patterns, leading to fluctuations in eCommerce and in-store, and requiring marketers to reorient their strategies to continue delivering meaningful connections with consumers. With this advanced solution, Valassis provides a holistic view of current brand performance at retail with systematic approaches to optimize for success'.
Web site: www.valassis.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.