Improve Audience Targeting for Your CPG Campaigns Webinar
December 2018
PERSONALIZATION AT SCALE
IRI Media Center of Excellence
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Today’s Presenters
Jennifer PelinoSVP, Advertisers and Agencies, Media Center of Excellence
Mike EllgassEVP, Technology and Retail Media Platforms, Media Center of Excellence
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Look At This
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SALE
Did You Know
This Just In
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I am SO Frustrated AND Annoyed!
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The Amount Of Retargeting that Occurs is Bothersome, so Much That Consumers are Unsubscribing to Retailer Programs Not Providing Strong Personalization
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Consumers Provide Enough Digital Signals to Let These Advertisers Know Who and What is Important to Them….Who is Listening???
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Advertisers Should Get Some Credit, They Are Getting Better, However Consumers are Really Demanding…Sally, an Animal Lover and Avid Facebook User, Gets a Sponsored Ad for Dog Food…
But her actual cash register receipt shows
she is a cat owner
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Digital Has Changed Everything, Most Importantly Consumer Expectations
Dominance of Few Social Platform
Omni-Channel Marketing
HyperPersonalization
UltraLocalization
RetailerData Monetization
Increased Importance of e-commerce for CPG
Changing Regulatory and
Privacy Compliance
Direct to Consumer Rise – Smaller Brands
Real Time Responsiveness and Consumer Experience is Table Stakes
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PERSONAL MAGICAL
SIMPLE EMPATHETIC
one three
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Use Data and Human-Driven Insights to Provide Consumers With What They Desire: Better Advertising Experiences
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WHAT ARE MARKETERS TO DO?
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Manufacturers and Retailers Must Personalize the Experience for Each Shopper Across the Entire Path to Purchase
Know your key consumers and shoppers
Understand what they are looking for in products & message
Engage shoppers when, where & how it matters most
Deliveragainst needs & wants at the right time, channel & message
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There are Many Ways to Find Audiences, The Key is to Find The Best Data Quality Audiences
Address these factors:
1. Source and collection technique 2. Techniques & validation methods of propensity or look-alike models 3. Comprehension of recency, frequency and consistency
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Consumers Don’t Remember the Details of Habitual Behaviors and When Asked What They Buy, or How Much, People Often Get it Wrong
Claimed they bought in past 6 months
Actually bought in past 6 months
Bought Natural/Organic
Bought Conventional
40%Research shows that claimed purchase is
reported incorrectly as often as 40% of the time.
FEELINGS HABITUAL BEHAVIORSA
BIL
ITY
TO
REC
ALL
LOW
HIGH
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Total Millennials GenX YoungerBoomers
OlderBoomers
14% 26% 14% 10% 0%
7% 11% 5% 5% 4%Smartphone/Tablet
Desktop/Laptop
Consumers are Tapping Online Resources to Research Ways to Use the Products They are Going to Buy
Source: IRI 2018 Fresh Digital Survey
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In-store Personalization Execution Provides Many Ways to Connect with Consumers with Integrated Messaging Being Best-in-Class
EDUCATION
PERSONALIZED NUTRITION
VALUE
CONSUMER ENGAGEMENT
PERSONALIZED SOLUTIONS
CONVENIENCE
SPECIALTY STATIONS
PACKAGINGMEAL KITS
INTEGRATED MESSAGING
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THE KEYS TO SUCCESS
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1.5x more likely to buy salty snacks
2x more likely to buy non-chocolate
Source: IRI ShopperSights 6.5 | Target HH 200k+ | IRI ShopperSights Consumer Network Panel, DMAs
• 36-65 years• 1 child• Caucasian• Likes Baking Recipes• Frequents Movie Theater
Purchase-Based Targeting Is Accurate. It Picks Up Small Signals That Demographic, Contextual and Other Behavioral Data Doesn’t
• 36-65 years• 1 child• Caucasian• Likes Baking Recipes• Frequents Movie Theater
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Purchase-based Targeting Alone Far Exceeds Other Targeting Tactics
100
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18
17
37
PBT done by 84.51
PBT done elsewhere
CONTEXTUAL
DEMOGRAPHIC
OTHER
PBTPBT
Behavioral
Contextual
Demographic
Other
Audiences Based on Purchase Behavior Are the Most Effective Way to Grow Your Brand
Indexed $/HH Uplift
Traditional Good Better Best
Demographic
Contextual
Behavioral
Purchase-Based
Life-stage data collected by the census
Online behavior data (clicks, views) collected by
cookies
Purchase propensity
data collected by surveys,
search history, etc.
Household-level
transaction data collected
passively through
loyalty cards
Purchase propensity data
collected by surveys, search
history, etc.
Product Uplift Increases Over 3x–4xby Using Purchase-based Targeting
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PBT Works With Other Data to Build Out a Consumer/People Driven Spine, Providing A Stronger Base for Reaching Considered Consumers with Right Message
Accuracy
Accuracy
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Your Targeting Strategy Should Be Centered Around Your Objective to Drive Acquisition, Retention or Both
What is your primary campaign objective?
AcquisitionDrive penetration by bringing
buyers into the brand
RetentionDrive purchases among existing buyers (i.e., buy rate) or guard against losing
existing brand buyers
New Brand Penetration
Brand Extension
Purchase Occasions
Dollars Per Occasion
Vs.
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Category GrowthNew Brand Penetration
Recommended PBT Strategy: Identify category non-buyers who are strong prospects to drive offline sales
Recommended Targeting Tactics:• Lifestyles• Product attributes (e.g., health & wellness)• Complimentary products/Basket co-purchased
products
Acquisition
Acquire new buyers for the brand by increasing the size of the category
Primary Media Strategy: • Campaign: National• Channel(s): Programmatic, Social• Reach: High• Frequency: High• Message: Benefits of category products (health,
value, family, etc.); $1.00 off coupon
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Brand GrowthBrand Extension
Acquisition
Recommended PBT Strategy: Identify existing or former parent brand buyers to tap into a potential source of new penetration
Recommended Targeting Tactics:• Low Share-of-Requirements / Switchers• Heavy brand buyers• Light brand / heavy category buyers
Reach your existing or former buyers to drive penetration to your new brand
Primary Media Strategy: • Campaign: National, Shopper• Channel(s): Programmatic, Social• Reach: Low• Frequency: Low/Medium• Message: Incremental benefit/difference of new
product compared to existing; free sample
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PromotionPurchase Occasions
Recommended PBT Strategy: Identify households who should make a purchase soon, have fluctuating engagement, are engaged out-of-store, or who have price sensitivity
Recommended Targeting Tactics:• Purchase Cycle• Decreasers / Increasers• Owned Media
Primary Media Strategy: • Campaign: National + Shopper• Channel: Programmatic, Social, CRM• Reach: Precise / Low• Frequency: Low• Message: Highlight the value of the brand;
$1.00 off coupon
Drive trips and spend on the brand by offering a digital promotion
Retention
Last Purchase
Expected Next Purchase
Early Cycle Late Cycle Off Cycle
Average Purchase Cycle
Advertiser sends confirmation creative
Advertiser sends reminder creative
Advertiser sends lapser creative
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BundlingDollars Per Occasion
Recommended PBT Strategy: Identify households who purchase the brand, but spend less than they should or could
Recommended Targeting Tactics:• Light / Medium Buyers• Low / Medium Share-of-Requirements• Price Sensitive
Primary Media Strategy: • Campaign: National + Shopper• Channel: Programmatic, Social, CRM• Reach: Low / Medium• Frequency: Low• Message: Bundle and save on brand
purchases; better value than other brands; buy 2 get 1 coupon
Drive brand spend by offering promotions on multiple unit purchases
Retention
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RETAIL Cross-PurchasePurchase Occasions
Retention
Recommended PBT Strategy: Identify households who purchase the brand/category/portfolio, or who purchase complimentary products
Recommended Targeting Tactics:• Basket co-purchased products• Complimentary products• Portfolio buyers
Primary Media Strategy: • Campaign: National + Shopper• Channel: Programmatic, Social• Reach: Precise / Low• Frequency: Low• Message: Highlight the full spectrum of the
portfolio, or how products pair well with others across the store; mix & match 5 and save $ coupon
Drive trips to the brand by encouraging cross-portfolio or cross-category purchasing
Summer Grillers
Winter Holiday Hosts
Super Bowl Hosts
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IRI PERSONALIZATION
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IRI Purchase-Based Audiences are the Strongest Available We Are Always Committed to Activating the Right Households With the Right Message in the Right Channel
SCALE Larger non-modeled audience segments than any other CPG data provider, built from the industry's largest loyalty card dataset
QUALITY & TRANSPARENCY Higher quality audience segments, with the visibility into the exact number and percentage of actual buying HHs and where our data Is derived
FLEXIBILITY & OPENNESSCustom audiences created and pushed to your media partners, including Facebook, within days
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IRI Purchase Based Audiences Come From A Trusted Source, Retailer Loyalty Cards, Where Consumers Exchange Their Information for Effective AdvertisingAll IRI Audiences Are Anonymized With No Personally Identifiable Information (PII)
Source: 84.51°, IRI Growth SummitAvionos, The 2018 Consumer Expectations Report
Usage Rights Consumer Agreement Excerpt:“Based on my purchase history and browsing behavior on RETAILER websites and mobile apps, you may share my information to help make advertising and offers I already see on other websites, mobile apps and digital channels more relevant to me. Please note that RETAILER will not share my name, contact information or purchase history with these websites, mobile apps and digital channel.”
81%Of consumers are
comfortable exchanging their private information
with grocery stores for relevant
personalized offers
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Data Enables Breadth and Depth of Coverage with 350MM Cards and 107MM Unique Households
Purchase Behavior: 350MM Retailer Loyalty Cards Identity Graph: 126MM Households• Retailer data extends back 27 months
• Refreshed every 7 days • Quality Data as 87% of All Transactions captured on card
+ more!
Data Sources
Data Breakdown – 107MM Unique Households – 85% of U.S. HH’s
Geographical & Channel Coverage Breakdown
All 50 States 95% of All DMAs
49% ACV 61% ACV 18% ACV 6% ACV (800 Stores)
Grocery Drug Club Convenience
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IRI Assurance Statements
1 | IRI purchase data is sourced either through a panel we own or directly from the retailers who are responsible for managing their loyalty programs to ensure consumer consent.
2 | Loyalty programs are widely regarded as one of the more transparent value exchanges between a consumer and a data provider.
3 | IRI works closely with these retailers to ensure that data is collected lawfully and with the data subject’s consent when required.
4 | IRI honors all opt outs provided to us by our retailer partners when we build audiences.
5 | IRI does maintain pseudonymous and/or aggregated shopper data but never holds the “key” to the pseudonymous data we process, hence cannot directly re-identify any individuals or households in our data.
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Balancing Precision and Reach in Your Execution is Paramount
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We Are Building Increasingly Sophisticated Audiences Based On Purchase Behavior, Media Engagement, and Third Party Data
IRI Audiences
Partner Audiences
Client-Specific Audiences
Audience Development
Purchase-Cycle Location Intelligence Owned Media
In-Flight Conversion Health & Wellness Custom
QU
ALITY REAC
H
PREC
ISIO
N
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IRI and Geoscape® Acculturation AudiencesPrecisely Target Specific Ethnic GroupsThrough IRI’s partnership with Geoscape, IRI clients can more effectively reach households of Hispanic and Asian ethnicities based upon verified CPG purchase behavior across major product categories
Bi-Cultural Hispanic
Unacculturated Asian
Unacculturated Hispanic
Acculturated Hispanic - Mexican Food Purchasers
Acculturated Asian
Acculturated Hispanic
Bi-Cultural Asian
Key Benefits• Target specific ethnicities• Cater messaging to match lifestyles
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IRI In-Flight Campaign Conversion Feed Increases Relevance, Efficiency and Performance
Link weekly purchase data to ad exposures to optimize message, media placements and frequency during campaigns
Pre-
Cam
paig
nW
eek
1W
eek
2
Buyers of Brand X in the past 52 weeks
Buyers of Brand X in the past week
Buyers of Brand X in the past week
Exposed / Bought During Campaign Exposed / Did Not Purchase Yet
Weekly Exposure
Data
Buy Rate Messaging / Low Frequency Penetration Messaging / High FrequencyEtc…
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Leverage Your Highest Performing Audiences and Map their Digital Journey With IRI Audience Planning
Heavier Engagers on Pinterest
Highest Indexing products in Basket – Cleaning Products
Exercise 2-3 days a week and enjoy walking
Buzzfeed, Moviefone, UberFacts - top content curator
Engagement spiking from 4-5pm and again from 8-9pm
Interest in Gardening/Parenting Products
Highest Performing Audience Group
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HOW CAN YOU ACCESS THE IRI DATA SET?
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IRI Audiences Are Available Where You Need ThemThrough our onboarding partnerships, IRI has ProScores , Verified Lifestyle and Partner Audiences Available in Syndication and can push Verified and Custom audiences just about anywhere
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IRI’s Audience Architecture Team Specializes in Consulting and Developing the Right Audience and Providing a Process for Ease of Access to IRI Audiences
Use our Concierge Service by contacting IRI directly and we will do the rest: [email protected]
Request a demonstration of our Self Service Platform Audience Builder
Look for our Syndicated Audiences which are distributed in All Major DMPs as well as on-boarders like LiveRamp
Check with your Agency and DMP partner and see if they have direct access
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Create, Size and SaveDifferent Audiences
Share, Modify and Combine Audiences
Export Audiences to Your Media Channels
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NO TIME LIKE THE PRESENT…
START OPTIMIZING YOUR CAMPAIGNS NOW
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WITHIN 3 BUSINESS DAYS OF SUBMISSION, YOU WILL UNDERSTAND:
Get Started: Understand the Size of Your Audience Target, Built Upon Purchase-Based Targeting
Within the next two days, look for an email from IRI. Along with a link to this recording and the slides, that email will include this link where you can submit a request to get the sizing of the audience target for your brand/s (up to three).
Audience Sizing for 100% Verified Brand Buyer Audience
Audience Sizing for Projected Brand Buying Audiences (ProScores)
Audience Sizing for Complete Audience
www.IRIworldwide.com/AudiencesWebinar
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QUESTIONS & ANSWERS
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Confidential and Proprietary. 41
FOR MORE INFORMATION,CONTACT US…
Jennifer [email protected]
Mike [email protected]
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