• by Ray Schultz , April 7, 2022

Neustar Inc. has formed a strategic partnership with Catalina to help consumer packaged goods advertisers adjust their marketing mix, campaign tactics and targeting based on purchase behavior.

The arrangement will allow the integration of Catalina’s retailer-agnostic shopper intelligence platform and Optimizer, Neustar’s closed-loop consumer insights platform.

Thanks to this integration, CPG brands can “accurately measure and optimize the impact their marketing programs -- both online and offline -- are having on real-world sales,” says Gary Savoy, senior vice president of partnerships for marketing Solutions at Neustar, a TransUnion company. 

The resulting platform features multi-touch attribution, machine learning and anonymized consumer identity-graph capabilities.

It also provides reach and frequency analytics to reduce media waste, revealing the number of advertising exposures it takes to convert a CPG buyer. 

The integration also facilitates audience targeting, identifying the segments most likely to respond based on predictive analytics. 

Journey analytics to identify how consumer touchpoints, including paid, owned and earned media, are affecting the path to purchase. 

The firms also say they will enable adaption to data deprecation, measuring “over 80% of total digital media in a privacy-focused, post-ID marketing environment.” 

“Maintaining highly scaled, retailer agnostic and enriched shopper profiles and being able to consistently activate that data across channels for more personalized experiences is critical for CPG brand marketers,” says Brian Dunphy, senior vice president of strategic partnerships, Catalina.