Brand owners are being offered the chance to tighten up their targeting through a new partnership between Nielsen, Sainsbury’s and Aimia which, it is claimed, shows the positive effects that data-driven programmatic audience buying can have on in-store and online sales.
The partnership brings together Nielsen Marketing Cloud with i2c, which is a joint intiative run by Sainsbury’s and Aimia, which runs the Nectar loyalty club.
The partners claim the scheme will allow brands to gain a complete omnichannel view of customers across hundreds of key characteristics. Marketers can harness this data to plan, activate and analyse their marketing campaigns across media, improve the relevance of ad messages, and better analyse campaign results, they maintain.
Of course, proof is in the pudding or – in this particular case – at the bottom of pint glass as the companies have cited a campaign run by Carling to show how effective the scheme can be.
The Nielsen Marketing Cloud and i2c worked together to support Carling’s national ‘Great British Moments’ campaign, which they claim resulted in a 19% sales uplift and an ROI of 4:1.
The Carling activity used programmatic media to raise brand awareness, bolster non-seasonal sales, drive incremental sales among existing and new customers, and re-engage lapsed shoppers.
The Nielsen Marketing Cloud data science team did this by modelling and scaling audiences across programmatic media based on dozens of Carling’s key customer characteristics using in-store and online purchase data from Sainsbury’s Nectar programme. i2c evaluated and reported on the in-store and online sales impact attributed to the campaign.
Nielsen Marketing Cloud vice-president and managing director of Europe Matt Bennathan said: “The collaboration has proven the impact that data-driven programmatic audience buying can have on in-store and online sales for a brand.
“The Nielsen Marketing Cloud has the richest UK data available and is a perfect partner for Nectar’s loyalty card data. We can programmatically engage digital audiences at scale and close the loop, providing strong, measurable sales results.”
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