Optimize audiences in near real-time for improved campaign performance.
The ability to adjust campaign elements while a campaign is live is critical to improving its performance. Historically, it has been challenging to assess media's offline impact mid-campaign. But the breadth and near real-time offline data available today includes sales data from loyalty cards and the ability to connect exposures with purchases. This enables marketing to incorporate actual conversion data into in-flight audience optimization decisions that can improve sales lift up to 50%.
IRI Campaign Conversion Feed (CCF) delivers 100% deterministic IRI Verified Audiences to an advertiser's programmatic partner, enabling CPG marketers to optimize audiences against known weekly conversion data. IRI is uniquely able to supply offline transaction data from the industry's largest loyalty card data set directly to demand-side platforms (DSPs). Leveraging data from 500 million loyalty cards in 117 million households and exposure data from platforms like The Trade Desk, Amobee and LoopMe, advertisers can optimize against offline sales conversions rather than less correlated awareness metrics (views, click-throughs) starting as early as week two of a campaign.
Learn more about IRI's other in-campaign solutions: Marketing Mix Modeling and In-Flight Sales Optimization
A leading beverage manufacturer wanted to increase brand sales by attracting new buyers. Using IRI Campaign Conversion Feed (CCF), integrated into the LoopMe platform, the brand was able to link weekly deterministic purchases at the UPC level to ad exposure, and the platform's artificial intelligence learned in-flight which tactics were driving offline sales conversions to auto-allocate budget toward higher-performing tactics. CCF allowed the platform to predict and identify which people were most likely to purchase the advertised product and find more of them for each subsequent impression served on the campaign. The dollar per household sales lift increased by 40% and the campaign delivered a ROAS of $1.28. These results also beat the category sales uplift benchmark by 12%.
A well-known consumer brand and an innovative retailer wanted to initiate a digital campaign focused on driving sales. The campaign integrated CCF capabilities for both reallocating impressions during the campaign and adjusting buyer targets weekly. The impressions — creative, publisher and placement — were optimized, and the results were immediate and dramatic. The two-month campaign drove a 23% increase in sales lift. This result was four times the average lift when benchmarked against over 200 previous CPG food and beverage digital campaigns.
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