Adobe Audience Finder

Featured Partner

Brand and shopper insights

Company Overview

For over 38 years, Catalina data is used to inform CPG brand media strategies, build precision audiences at scale, and measure the effects of campaigns on brand perfomance. Catalina collects UPC-level data of shopper purchases from over 90M households in real-time via integrations within retailer POS systems (purchase based, transactional shopper basket level data tied to a frequent shopper card). We also enrich our data from other resources to enable us to more deeply understand what drives their purchase decisions and how best to influence them. Catalina delivers faster access to richer data, more effective audiences and reliable sales lift measurement.

Data Collection Methodology

Catalina’s UPC-level shopper purchase data comes in real-time directly from integrations into retailer’s POS (purchase based, transactional shopper basket level data tied to a frequent shopper card). We capture 440 Million loyalty cards and over 11B shopping trips annually. A subset of 185M loyalty card level data lives within our identity graph and is available for digital &/or TV activation (targeting) & measurement. This reaches 91M households. In addition, to mitigate any gaps in our retailer and channel coverage, Catalina partners with multiple all-outlet purchase panel companies, including a 2.5M HH white label panel for targeting (11.6 million trips per month outside our network) and Numerator for measurement (static panelists >2 million trips per month), to integrate product purchasing and audience conversion data from brick and mortar and online retailers outside our network (e.g. Walmart, Amazon, etc.). Our data is used to customize audience segments and measurement solutions at the UPC or category (CPG) levels that run across mobile, desktop, social, CTV/OTT and Linear TV.

We also enrich our data from other resources to enable us to more deeply understand what drives their purchase decisions and how best to influence them. These shopper enrichments include the following with more coming:

Household demographics from Experian (e.g. ethnicity, household size, children presence, etc.) (Experian Partnership)
Ingredient, nutrition and certification based product-choice drivers leveraging cross-category label attributes data (Label Insights Partnership)
Retailer and place visit history to understand broader purchasing behavior, lifestyles, and retailer loyalities using 3rd party mobile location data (SafeGraph Partnership)””
For Linear TV measurement, we license Samba TV ACR and TV exposure data.

Types of Data Sets Available

Past Purchase data + Interest/Behavioral/Demo data layered into data set

Key Differentiators:

Catalina is integrated into the POS system across our retail network capturing over 11B shopping trips (in real time) annually for over 91M households, in an anonomized, compliant manner. Catalina delivers faster access to richer data and more effective audiences.

Fastest & Richest Insights to Action: Catalina offers deeper brand and shopper insights to understand why, what, where, how much, how often and when shoppers buy your brands and competitors. Our insights are available in our HUB dashboard with only a 2-day lag so clients can quickly turn these insights into actionable audiences and focused campaigns.

More Effective Audiences: Along with standard Purchase Based Audiences, Catalina offers Proprietary Predictive Models (i.e. Likely Triers), Shopper/Personality Audiences (i.e. Propensity scored based on lifestyle, diet, social causes, etc revealed through purchase habits) and Robust Precision and Scale Customization (i.e. We purposely design the most optimal audiences to meet the unique needs of specific objectives. Our audience IDs are scored both deterministically and probabilistically with confidence metrics to help find the best balance of scale and quality.) Catalina can provide audiences for you to activate your own media campaigns or can manage campaign on behalf of our clients. Because we see all sales in real-time, Catalina can optimize campaigns in flight by suppressing and/or retargeting buyers based on campaign objectives.

Fastest Sales Lift Measurement: Catalina offers inflight conversation data, sales lift & attribution / measurement via our HUB dashboard. Our MTA product delivers daily media performance metrics. Conversion data & incrementality / ROAS are updated weekly with only a 1-day lag. Clients can starting getting a ROAS read as early as 4 weeks into a campaign. We also offer post campaign measurement reports delivered just 2 weeks post the sales attribution window.

Best Use Cases:

Our granular enriched data enables matched household level audiences and attributes for nearly any need. We have ~700 sophisticated standard audiences available and virtually endless custom audience capability. These include:

Brand Buyers, Competitive Conquesting/Competitive Buyers, Lapsed Buyers; including adding loyalty levers/share of requirements, assessing on Sales, Units or Trips
Predictive Models to: Accelerate Trial/HHP (Likely Triers), Recruit Shoppers at an opportune moment (i.e Likely to get sick/flu in next 2W, New Mom / Pregnancy, soon to be new pet owner, etc.), Increase Loyalty by preventing switching (Likely Defectors) or Convert future Power Buyers (Likely Power Buyer)
Shopper personalities based on cross-category preference to certain ingredients, nutrition, and claims on product labels (e.g. Gluten Avoider, Organic Seeker, Animal Friendly, Plant-Based Lifestyle)
Price sensitivities to identity those that are Value or Bargain Seekers
Retailer and channel visit patterns/loyalties (e.g. Loyal Walmart visitor, Heavy Aldi shopper, Occasional Applebee’s visitor)”

GDPR Compliance:

Catalina is fully committed to protecting the privacy and security of all data entrusted to us by our customers, partners, employees and others. Catalina is fully compliant with all applicable laws and regulations including GDPR and CCPA. Catalina takes a holistic approach to privacy and security by following industry standard privacy and security frameworks and implementing best in class multi-layered security controls to protect the data we collect or maintain, including opt-out procedures. Catalina regularly undergoes external assessments to ensure our programs continuously improve.

For CCPA and GDPR, Catalina approached compliance from a risk-based perspective instituting technologies and procedures that allow Catalina the flexibility to easily scale up to support any new requirements as laws across our operating areas continue to evolve. Catalina’s approach took a consumer perspective and client concerns as key drivers in developing our program. At a high level, the consumer provides consent via their loyalty card/FSC relationship and associated opt-in agreements. Catalina has multiple, different processes and controls in place to ensure data is not mis-used or inappropriately shared. In general there are two fundamental controls 1) we de-identify the data (remove the unique identifier) and then refresh the data that is shared 2) we maintain a system that tracks all data subject requests (opt outs) with a backend process that ensures any shared data that has those unique identifiers is removed from the data before being allowed to be pushed downstream. In fact, consumers can opt-out via a multi-vector approach. Additionally, Catalina supports the DAA (Digital Advertising Alliance) opt-out process. The Catalina opt-out process can be accessed via Catalina’s webpage or through our privacy policy:

https://www.catalina.com/legal#privacy-policy

Adobe Audience Finder

Brand and shopper insights

Company Overview

Data Collection Methodology

Types of Data Sets Available

Key Differentiators:

Mobile Available: Yes

Pricing Model:

Top Client Industries:

Best Use Cases:

Contact:

Company Website:

Countries Available:

GDPR Compliance: