Neustar and Catalina in CPG Purchasing Data Deal

In the US, consumer data firm Neustar has partnered with shopping behavior insights provider Catalina to enable consumer packaged goods brand advertisers to optimize their marketing mix, campaign tactics and audience targets on-the-fly based on real time purchase behavior.

Now part of Transunion, Neustar combines data science, programmatic ad buying and proprietary first-party data assets to offer cross-platform targeting. Catalina's shopper intelligence solutions enhance transactional purchase data with third-party data sets to uncover shopper audience targeting and drive advanced Multi-Touch Attribution (MTA) across all on and off-line channels, including walled gardens.

The deal will see Catalina's shopper intelligence platform integrated with Neustar's consumer insights platform Optimizer, allowing reach and frequency analytics to pinpoint the optimal number of ad exposures it takes to convert a CPG buyer across channels. In addition, the partnership will help clients target specific audiences, using predictive analytics to identify consumer segments more likely to respond to advertising; while journey analytics will be available to identify how all consumer touchpoints - including paid, owned and earned media as well as customer service - impact the path to purchase.

Catalina's syndicated audience segments will also be available through the Fabrick Data Marketplace, the firm's data connectivity platform, to enable CPG brands to better clean and enrich their anonymized shopper profiles, identify higher-value audiences, and activate omnichannel marketing campaigns. Gary Savoy (pictured), SVP for Marketing Solutions at Neustar, comments: 'CPG brands now have a solution that enables them to accurately measure and optimize the impact their marketing programs - both online and off-line - are having on real-world sales. This will ensure CPG brands are ahead of the data-driven marketing and analytics curve'.

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