This past week, ShopAdvisor teamed up with Nielsen and their VP of Product Leadership and Connected Partner Program, Brett Jones, for an interactive webinar on data driven strategies for thriving in the world of fast moving consumer goods. The conversation between Brett and ShopAdvisor’s SVP of Sales and Marketing, Bill McLaughlin, focused around the critical importance of data and how it can be transformed into actionable information to power and measure the impact of mobile marketing campaigns in the world of consumer good marketing. Another subject of discussion was why having the right data at the right time is so important in the world of fast moving consumer goods.
“As one the inaugural members of Nielsen’s Connected Partner Program, we’ve been on the forefront of leveraging the Nielsen data within our platform to help companies develop and execute campaigns for CPG brands, retailers and their digital agency partners.” -Bill McLaughlin
Identifying and integrating data make a campaign connect with the consumer
As one the inaugural members of Nielsen’s Connected Partner Program we’ve been on the forefront of leveraging the Nielsen data within our platform to help companies develop and execute campaigns for CPG brands, retailers and their digital agency partners. We’ve now powered successful campaigns for beverage manufacturers, food producers, health and beauty products producers and more. These campaigns have varied from regional to national in scope, different DMAs, and have reached consumers across dozens and dozens of audience segments.
Now let’s talk about how Nielsen’s data can be used. Fundamentally, you should think about leveraging it two ways; the first is in planning, shaping and executing drive to store campaigns that engage shoppers with the right product information at the right time. The second is the assessment/measurement of the campaign. More specifically, we’re talking about going beyond impressions and click through rates to measure how the campaign drove more sales of that product in units or dollar volume, and how it played out across multiple regions, DMAs, and audiences.
Additionally, the Nielsen product availability data was invaluable in helping to shape the scale of the promotions to ensure we were reaching the optimal audience with the mobile creative that would engage and draw the shoppers to the store.
“Nielsen fuses science and data so that our clients can understand what’s happening today, what will happen tomorrow, and how to act on this knowledge to deliver results that matter.” -Brett Jones
In the illustration below, we provide an example of a campaign in which the client defined the test and control stores for where the ads would run and where they would not. We used the Nielsen data to help set the baseline numbers for those locations we would be doing the sales lift comparison against. One interesting side note about this process is that in a different campaign for another client, we were given 4 products to promote. The brand manufacturer assumed that all 4 products would be available to varying degrees across all the test and control locations, but by leveraging the Nielsen data were able to tell them that wasn’t the case, which led to adjustments on the campaign. Most importantly, this ensured that the ad buys were directed to those stores locations that the products were available.
We concluded with these insightful points about the significance of the data driven strategies that ShopAdvisor achieves with the assistance of Nielsen. The backbone of ShopAdvisor’s campaigns comes from the accurate and contextualized data that we receive from our dual-API approach, combining ours with Nielsen’s, and in turn leads to post-campaign analytics and sales lift analyses to view the effectiveness of a campaign.
- Leveraging Nielsen data, when the world asks “What’s Next”, you’ll have the answer.
- The Connected Partner Program is a curated marketplace of partners within an open ecosystem.
- Accurate data + contextualized rich media = great shopper experience.
- Continually optimize campaigns based on what the data tells you.
- Better data enables advanced insights, campaign tracking and performance measurement and post-campaign ROAS analysis
We were very fortunate to collaborate with Brett Jones and Nielsen. The webinar is available for your viewing pleasure below, and should help offer you some data driven strategies for thriving in the evolving world of omnichannel retail and fast moving consumer goods.