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Get Personal with Hyper-local Targeting

J.P. BeauchampJ.P. Beauchamp

Posted on Tuesday, April 9th, 2013

Frequently in digital marketing, more is more.  But, in some instances, while it can also be an opportunity for decision makers, “more” is actually more of a headache.  Hyper-local targeting integrates big data and powerful marketing solutions to target the right product, the right price and promotion through the right channel to a targeted shopper.

When marketing something as simple as toothpaste, the choices are nearly endless:  peppermint, spearmint, advanced whitening, 12-hour breath control.  Given that less than 50 percent of grocery products are sold in grocery stores, what channel(s) should marketers select?  And the questions go on.

During a breakout session,  “Getting Personal with Hyper-local Targeting,” at our upcoming SymphonyIRI Summit, I, along with Willis Duran, Director, Targeting Strategy: CPG & Retail at AOL Advertising, will discuss how to build a strategy that effectively leverages big data and powerful solutions to answer these and related questions.  Our focus will be on harnessing these solutions to accelerate sales activation.

We will also discuss integrating POS, consumer panel and AOL data.  With this information, we can isolate buyers of a brand and target specific incentives designed to increase purchase volume.  Or, we can isolate buyers of a competitive brand and target a specific promotion to grab share from a competitor.

We will illustrate our points with a recent case study where in just a few short weeks the campaign drove a nearly 6 percent sales lift in dollars for a CPG brand, based on a match-market analysis.

Sound interesting?  Join our session and come with questions, observations and ideas.  If you want to join the discussion early, tweet @symphiri anytime.

The 2013 SymphonyIRI Group Summit is April 15-17 at the Wynn Las Vegas.  More information on the agenda, speakers and other breakout sessions as well as registration is available at:  www.cpgsummit.com

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