Adrian J Cotterill, Editor-in-Chief
Catalina and PlaceIQ have announced their partnership to bring location-driven planning, measurement and attribution to CPG retailers.
Brian Bradtke, VP of Partner Development at PlaceIQ told us “We’re happy to take our offering further into the CPG marketplace by partnering with Catalina to create ease of access and seamless usability for brands and channel partners. What’s really exciting about this partnership is we’ll be focusing on OOH work, while expanding into other channels as we grow together”.
Catalina will use PlaceIQ’s Firehose Visits product to enhance its measurement, audience creation and analytics offerings. Firehose Visits includes visitation metrics from across the country – along with powerful Place metrics to capture open hours, multi-use properties, and more. PlaceIQ will extend its large Point of Interest (POI) database to include over 30,000 custom locations to support Catalina’s growing out-of-home and place-based media service.
PlaceIQ’s location-based data built on a robust POI database, combined with Catalina’s highly scaled deterministic shopper transaction data and shopper panel data will enable advertisers to reach more precise audiences, optimize offline and online media engagement across channels, and deliver real-world ROI on a brand campaign’s performance.
We are told that Catalina selected PlaceIQ due to its ease and flexibility to define and monitor custom locations necessary for OOH, as well as their reach and visit attribute quality. PlaceIQ’s data was tested for accuracy by comparing historical data to Catalina’s own truth sets of transaction data.
Brian Dunphy, SVP, Digital Business & Strategic Partnerships at Catalina said “As Catalina brings our omni-channel and out-of-home/place-based media capabilities closer together, this new partnership enables us to map location-based visit signals to our anonymous shopper ID graph. With PlaceIQ further extending our knowledge of where shoppers shop, as well as what they care about, we can help CPG advertisers better target them at locations they frequent with relevant, impactful advertising. We can also measure sales lift conversion based on shoppers seeing specific ads while on their path-to-purchase”.
PlaceIQ is a leading data and technology provider that powers critical business and marketing decisions with location data, analytics, and insights. An early industry pioneer, PlaceIQ has become the standard for fueling better decisions by marketers, analysts and publishers through powerful, location-based consumer insights, real-world measurement, and attribution. With PlaceIQ, companies can uncover opportunities within the consumer journey by learning about and connecting with location-based audiences, measuring real-world ROI and applying insights that drive intelligent marketing and successful business outcomes. The company is headquartered in New York City and has offices in Palo Alto, Chicago, and Detroit.
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