Catalina and FanAI Link for CPG Brand Sponsor Insights

In the US, shopper intelligence specialist Catalina has partnered with sponsorship data platform FanAI, to help CPG brands better understand and measure how their sponsorship investments directly drive sales for their products.

FanAI connects audience data - such as ticket sales, social media, and television and streaming views - with customer purchase data. The platform also provides media channel segmentation for a view into where fans are watching sports events and which of them are spending. With the partnership, Catalina's real-time purchase insights and US shopper household graph are being used by FanAI to provide CPG brands with multi-channel brand sponsorship and sales lift measurement analyses.

The deal offers the ability to benchmark sales ROI across a brand's portfolio, to identify both strong and weak markets for a sponsorship, and the delivery of insights into the success of a specific activation or advertising.

John Abreu (pictured), Director of Partnerships at FanAI, comments: 'CPG brands play a major role in sports sponsorship today, but such investments need to do more than enhance visibility. Integrating data from Catalina on CPG purchases will enhance our ability to provide brands and agencies with a more holistic and granular look into how their sponsorship dollars are performing and how they can be optimized to drive sales and revenue growth'.

Web sites: www.catalina.com and www.fan.ai .