GfK and Dstillery Partner for New CPG Segments

GfK and cross-device targeting specialist Dstillery have expanded their partnership with the development of 32 new audience segments, through which digital marketers can target CPG shoppers.

The pair started working together in 2020 to launch Auto Intender ad targeting models, built on the attitudes and behavior of people who specifically intend to buy a new car. Their new segments are based on behavioral data from GfK's National Shopper Lab (NSL), which brings together loyalty card sales information from more than 96 million grocery and drug shoppers across the US. These CPG segments can be used to power shopper-focused campaigns through social media, eCommerce web sites, programmatic TV, and other addressable platforms.

In the coming weeks, GfK and Dstillery will release dozens more segments based on NSL data, allowing marketers to target campaigns specifically to current, former, or non-buyers of their brands. In addition, they will be able to reach loyal buyers of competitor brands; and promotion- and discount-sensitive shoppers (including coupon users); while spotting changes in buyer behavior.

Rolfe Swinton (pictured left), Director of Data Assets and Innovation at GfK, says that by basing the audiences on behavioral data, marketers can reach precisely the right CPG shopper audience at the right time. Dstillery SVP of Strategy & Partnerships Evan Hills (right) adds: 'As online and real-world lives have converged over the past two years, consumers have become agnostic to buying goods online versus in-store, and this new solution enables CPG and pharma brands to bring their message to consumers, regardless of where they shop'.

Web sites: www.gfk.com and www.dstillery.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.