NEW YORK and CINCINNATI, Nov. 10, 2016 /PRNewswire/ -- PlaceIQ, the company building a new model of consumer behavior by connecting physical and digital activities across time, space, and mobile devices, today announced a relationship with Nielsen Catalina Solutions (NCS), the leader in purchase-based targeting and return on ad spend (ROAS) measurement for the CPG industry.
Now, CPG brands will be able to pair best-in-class location data, sourced from more than 10 billion daily location-enabled device movements, with the largest, most representative CPG purchase dataset in the country. With the NCS data, PlaceIQ will help clients understand purchase history, retailer visits and recreational activities. With these insights, CPG advertisers can highlight the right audience, reach them with personalized advertising, and measure in-store ROAS. These insights can then be leveraged to inform smarter media plans down the line. "PlaceIQ and NCS bring together powerful measurement and insight capabilities for CPG brands, fueled by two market pioneers and innovators," said Nadya Kohl, EVP of business development, PlaceIQ. "Coupling NCS' UPC-level sales data with PlaceIQ's proprietary Place Visit Rate (PVR®) metric enables brands to measure the effect of media and business decisions across critical moments, from the moment consumers see an ad to the moment of footfall in a store, to when the cash register rings for a specific product. This end-to-end understanding of the true consumer purchase journey, made possible with NCS and PlaceIQ, means marketers receive granular insights that can point to specific channel optimization opportunities. The true power of our alliance is the versatility that these insights can provide - at scale of audience and market penetration." NCS' dataset includes two years of historical purchase information, refreshed daily, for nearly 90 million households from approximately 18,000 grocery and drugstore locations. With the granular NCS data, advertisers can understand consumer segments based on behavior. For example, if a yogurt brand wants to create a campaign to reach competitive buyers, they can segment competitive buyers, lapsed brand buyers or likely triers to understand which consumers will react most favorably based on their purchase history. Then audience visitation trends from the real-world, via PlaceIQ, can highlight gym rats or health nuts based on retail locations and recreational activities. The combination of purchase and location data will help brands reach the most relevant audience at times when they're most receptive to advertising.