By Richard Turcsik TALK
CATALINA INTRODUCES INVESTMENT PLANNER
Catalina, the personalized digital media company, is offering Catalina Investment Planner,
a marketing planning application that company
officials say allows CPG brands and retailers
to identify their profitable growth potential by
leveraging insights from 260 millions shopper
IDs and 16 billion shopper transactions.
Calling it an industry first, Catalina U.S.A.
president Todd Morris says the Investment
Planner is part of the St. Petersburg, Fla.-based
company’s ROI Value Creation Initiative. It is a
highly visual, proprietary iPad application that gives marketers, brand managers and executive decision makers the ability to quickly visualize opportunities
for efficient growth. The application is designed to guide the creation of campaigns and strategic plans based on estimated end-of-campaign metrics and
Catalina officials say the Investment Planner addresses a critical need in the
CPG industry for improved marketing efficiency. The application integrates
insights into the purchasing behavior of shoppers with a historical database
of Catalina campaigns and results. It allows Catalina to
work with clients to design smarter, more efficient cam-
paigns and review investment scenarios in real-time for
meeting business objectives at the best possible ROI.
Using the Investment Planner, Catalina can collabo-
rate with clients to test and modify campaign param-
eters, such as program objectives, targeted buyer audi-
ences, type and scope of campaign, coupon values,
investment levels and more. As it makes billions of cal-
culations in the background, the application shows how
various decisions could impact product trial, loyalty
and volume, return on investment, and total incremental dollar sales.
“While others are talking about impressions, Catalina is partnering with
its brand and retail partners to power outcomes,” says Morris. “Our new
Investment Planner takes the guesswork out of campaign design and planning.
We can now show with unparalleled certainty the impact on growth of differ-
ent campaign scenarios in terms of dollars and cents and return on investment.
“This new application is another example of how Catalina is innovating to
help revolutionize marketing performance for our industry and our clients.”
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