【Circana】2025數(shù)字營(yíng)銷領(lǐng)域精準(zhǔn)受眾定位策略研究報(bào)告

TargetLikeaPro:

ElevateYour

Campaigns

WithPrecision

AboutUs

Circanaisaleadingadvisoronthecomplexityofconsumerbehavior.Throughsuperiortechnology,advancedanalytics,cross-industrydata,anddeepexpertise,weprovideclaritythathelpsalmost7,000oftheworld’s

leadingbrandsandretailerstakeactionandunlockbusinessgrowth.Weunderstandmoreaboutthecompleteconsumer,thecompletestore,andthecompletewalletsoourclientscangobeyondthedatatoapplyinsights,igniteinnovation,meetconsumerdemand,andoutpacethecompetition.

Circanahelpsadvertisers,retailers,andtheiragenciesbetterplan,target,measure,andoptimizetheirmedia

investmentsacrosschannelsandindustries.Ourmediaexpertiseandsolutionsarebuiltononeoftheindustry’slargest,global,purchase-baseddatasetsprovidingthemostaccurateandgranularaudiences,optimization,andmeasurementinsightstodeliversuperiorbusinessresults.

Formoreinformation,visit.

FollowusonLinkedIn:@Circana.

circana.

circana.

MEDIA

TargetLikeaPro:ElevateYourCampaignsWithPrecision

MediaaudiencetargetingingeneralmerchandiseindustrieshasbeenshapedbytheaccelerationofAI-driven

segmentation,theexpansionofretailmedianetworks,andtheongoingimpactofprivacyregulations.Brandshavedoubleddownonfirst-partydatastrategies,leveragingloyaltyprograms,direct-to-consumerchannels,andclean-roomcollaborationstomaintaintargetingprecision.AIandmachinelearninghaveplayedalargerroleinpredictiveaudiencemodeling,enablingreal-timeoptimizationsbasedonshiftingconsumerbehaviors.Retailmediahasalsomatured,

offeringmoreadvancedmeasurementcapabilitiesandclosed-loopattribution,makingitanessentialchannelforbrandsseekingtoconnectwithhigh-intentshoppers.Additionally,contextualtargetingandalternativeidentitysolutionshavegainedtractionasmarketersadapttoamoreprivacy-consciousdigitallandscape.

Thekeyshiftisnotjustprecision,butadaptability.Brandsmustnowcontinuouslyrefinetheirtargetingapproachestostayeffectiveinarapidlyevolvingecosystem.

Whilebrandshavemade

significantstridesin

leveragingdataformore

effectivetargeting,theroadaheaddemandsevengreateradaptability,innovation,

andintegrationtomaintainefficiencyinanincreasinglycomplexecosystem.

ThiswhitepaperprovidesCircanathoughtleaders’perspectiveonaudience-targetingchallengesingeneralmerchandise,thevalueofdiversifyingtargetingstrategies,third-partydatavendors’roleinthatdiversification,andthepowerofverifieddata.

01

AudienceTargetingChallengesforGeneralMerchandiseIndustries

Asmediaaudiencetargetinggrowsmoresophisticated,generalmerchandisemarketersfacenewchallengesinreachingandengagingtherightconsumers.Evolvingshoppingbehaviors,

stricterprivacyregulations,andafragmentedmedialandscape

demandsmarterstrategies.

JenGold

SVP,AgencyandDistributionPartnerships,Circana

Tostayeffective,brandsmusttacklethreekeyhurdles:identifyinghigh-intentshoppers,maintainingengagementwithoutadfatigue,andbalancingpersonalizationwithprivacyconcerns.

IdentifyingandPrioritizingActiveShoppers

Itisachallengetopinpointconsumerswhoarereadytopurchaseversusthosecasuallybrowsingor

windowshopping.Forexample,aconsumerbrowsingpremiumheadphonesmightsimplybeexploringnewfeatures,whileanotherisactivelycomparingpricesbeforedeciding.Addingtothecomplexity,purchase

intentionscanshiftquickly—someoneresearchingpatiofurnitureinearlyspringmaynolongerbein-marketbysummer.Toaddressthischallengeandfocuseffortsonhigh-intentshoppers,brandsmustanalyze

real-timesignalsacrossnotonlybrand-ownedsites,butacrosstheopenweb,suchasrepeatwebsitevisits,contentconsumptionpatterns,andengagementwithproductcomparisontools.Predictiveanalyticscanhelpbrandsprioritizetheseaudiencesandmaximizecampaignefficiency.

MEDIA

KeepingConsumersEngagedWithoutFatigueorWastingSpend

Consumersingeneralmerchandisecategoriesoften

taketimetodeliberate,waitingfortherightdealsor

researchingbeforemakingapurchase.Stayingrelevantduringtheselongerjourneysisachallenge,andexcessiveadexposurecanleadtoadfatigue,wheretheconsumerbecomesannoyedordisengaged.Forexample,ashopperconsideringahigh-endcoffeemakermightexplore

optionsforweeks,engagingwithreviewsandcomparisonsites.Repeatedlyshowingthemthesameretargetingadmaydiminishitseffectiveness,astheshoppereithertunesitoutordevelopsanegativeperceptionofthebrand.

Theriskofthisoverexposureisthepossibilityoflosingtheconsumer’sinterest.Italsoleadstowastedadspend,asimpressionsaredeliveredwithoutdrivingmeaningfulengagementorconversions.Instead,brandsshould

usedynamicmessagingstrategiesthatalignwiththeconsumer’spurchasejourney.Forinstance,starting

witheducationalcontentaboutproductfeaturesand

transitioningtopersonalizedoffersorpromotionsclosertotheirdecisionpointhelpssustaininterestandensuresaddollarsarespentefficiently.

RespectingPrivacyWhileDeliveringPersonalization

Whilepersonalizedtargetingiscrucialforreachingtherightconsumers,itmustbehandledcarefully.

Forinstance,ashopperbrowsingapparelmight

appreciatecuratedproductsuggestionsbutfindads

thatoveremphasizetheirfitnesshabitsorbrowsing

historyinvasive.WithincreasingscrutinyunderprivacyregulationslikeGDPRandCCPA,brandsmustadopt

ethicalpracticeslikeanonymizeddatamodelingand

aggregatedaudiencesegmentation.Byrespecting

privacywhiledeliveringmeaningfulandnon-intrusiverecommendations,brandscanmaintainconsumertrustandstillachieveimpactfultargeting.

02Whymarketersshoulddiversifytheirtargetingstrategies

Tonavigatetoday’saudiencetargetingchallenges,marketersneedadiversifiedapproachthatbalancesprecision,engagement,andprivacy.Over-relianceonasinglemethodordatasourcecanlimitreach,increasevulnerabilitytoshiftingconsumerbehaviors,andcreatecompliancerisksasprivacyregulationsevolve.

Employingmultipletargetingstrategiesishowbrandscanconnectwithhigh-intentshoppers,optimizeengagement,andensuretheircampaignsbalanceefficiencyandeffectivenessevenasthedigitallandscapechanges.Adiversifiedaudiencetargetingstrategyisessentialforthreeimportantreasons:

IdentifyingandEngagingHigh-intentShoppers

Consumerssignalpurchaseintentindifferentways:Somethroughsearchbehavior,othersbyengagingwithproductcontentorrespondingtocontextualads.Adiversifiedstrategyallowsbrandstocombinemultipledatasignalstobetteridentifyandprioritizetheshopperswhoaremostlikelytoconvert.

MaintainingPrecisionAmidPrivacyShifts

Relyingonasingletargetingmethodisincreasinglyrisky.Anexampleofdiversificationisblendingfirst-partydata,retailmedia,andprivacy-compliantcontextualtargeting,ensuringmarketerscanstillreachtherightconsumerswhileadaptingtonewregulations.

BalancingEngagementWithoutAdFatigue

Consumersinteractwithbrandsacrossmultipleplatforms,andrepeatedexposuretothesameadcanleadto

disengagement.Usingvariedtargetingapproaches,suchassequentialmessagingoraudiencesegmentationbasedonpurchasebehaviors,helpskeepcontentrelevantwithoutoverwhelmingpotentialbuyers.

Toimplementaneffectivediversifiedstrategy,marketersmustunderstandthestrengthsofdifferenttargeting

methodsandwhentoapplythem.Somestrategiesarebestforcapturinghigh-intentshoppers,whileothershelpsustainengagementornavigateprivacyconstraints.Thetablebelowoutlineskeytargetingapproaches,theirbenefits,andhowtousethemtocreateabalancedmediastrategy.

Targeting

Strategy

What

IsIt?

Common

Challenges

Whento

UseIt

Demographic

Basedonage,

income,gender

Notpreciseoraccurate.Demographicelementsdon’ttranslatetopurchaseintent,e.g.,only33%ofmillennialsownapet.

Additionally,newlawsmaylimittargetingcertaingroups

basedonresidenceorpurchases(e.g.,removalofhouseholdIDsinspecificstateslikeNevadaandWashington).

Innon-addressablemediumslikelinearTVorwhenyouhavelimitedfirst-andsecond-partyconsumerdata.

Location

Basedongeographic

datasuchasZIPcodeorgeo-fencing

Targetingisstillbroad,sonoteveryoneinthegeographywillengage.Newregulationsmayrestricttargetingincertainstatesorforspecificpurchases(e.g.,FSA/HSAitems).

Greatforin-storepromotionsandhigh-densitymarkets.Beawareofstate-specificrestrictions.

Contextual

Basedonthecontent(e.g.,searchor

website)

Accuratebutnotprecise.Doesnottakeintoaccountauser’sbehavior,sodoesn’talwaystranslatetopurchaseintent.

Regulationsmaycomplicatehowcontentisdeliveredbasedonlocationorpurchasehistory.

Whenyouhavequalitativeconsumerinsightsaboutyourtargetaudience.Bemindfulofpotentiallegal

constraints.

Behavioral

Basedtheuser’sbehavior(e.g.

followingorlikinga

socialpageorbased

ontheirdevicetype)

Precisebutnotaccurate.Abehavior-basedengagement

metricdoesn’talwaystranslatetopurchaseintent.Lawsmayrequiretheremovalofspecificuserdata,affectinghow

behavioristrackedandtargeted.

Mostcommonlyusedinretargetingstrategiesandplatforms,thoughsomebehavioraldatamaybe

impactedbynewlaws.

First-partyData

Usesyourbrand’s

CRMdatatotargetindividuals

Maylackreachandscalefordigitalmarketingcampaigns.

Limitedengagementtothebrand’sCRM.Newregulationsmayaffecttheabilitytotargetusersinspecificstatesorbasedoncertainpurchases.Limitedcapacitytotargetpeoplefor

conqueststrategiesorbasedoncross-shoppingbehaviors.

Thecampaigngoalisengagementofloyaltymembers,repeatvisits,or

reengaginglapsedguests,butwithlegalconstraintsonwhatdatacanbeused.

Purchase-Based

Basedonpast

purchasedata

Dataqualityandmodeledvs.non-modeledaudiencesimpactreturnonadspend.Newregulationsmayrestricttargetingbasedoncertainpurchasesorlocations(e.g.,FSA/HSAitembuyersinNevadaandWashington).

Whenyouhavequantitativeinsightsaboutpastpurchasebehaviorsandconfidentpredictivebehaviors.Bemindfulofstate-specificlegal

requirements.Greatforcompetitiveandnewguestacquisition.

OtherVerifiedData

Basedonpast

behaviorssuchas

viewershiporeating

Preciseandaccurate.Dataqualityandmodeledversus

non-modeledaudiencesdrivefullfunnelmetrics.Newlaws

maylimithowverifieddataisusedorsharedacrossplatforms,especiallywhentiedtolocationandspecificproducts

purchased.

UsedwithabroadsetofKPIsthatcaptureallstagesoftheconsumerjourney,thoughlegalrestrictions

mayimpacttheeffectivenessin

certaincases.Thisincludesmetricsforengagement,conversiontrackingbystage,mediaefficiency,customerlifetimevalue(CLV),competitive

shareofvoice,andpurchasetiming.

Eventhemostsophisticatedtargetingstrategyisonlyaseffectiveasthedatabehindit.

Poor-qualityorunverifieddatacanleadtowastedadspendandmissedopportunities.

Tomaximizeimpact,brandsmustprioritizehigh-quality,verifieddatathatdeliversreliableconsumerinsightsandensurescompliancewithprivacystandards.

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MEDIA

Aone-size-fits-allapproachtoaudiencetargetingno

longerworks.Tostayagile,marketersneedadiversifiedstrategythatblendsmultipledatasourcesandtargetingmethods.Bybalancingprecision,scale,andprivacy

compliance,brandscanreachhigh-intentshoppersmoreeffectivelyanddrivebettercampaignperformanceinashiftingdigitallandscape.

ToddMcClimans

ProductManagerfor

CompleteAudiences?,Circana

03

Therolethird-partydatavendorsplayinyourdiversifiedaudiencetargetingstrategy

Withevolvingprivacyregulationsrightlyprotectingconsumerdata,marketersmustadapttheirstrategiesto

maintaintargetingprecision.Whilefirst-partydatahelpsmitigateexternalchallenges,atrulyeffectiveapproach

integratesmultipledatasources.Thestrongestmarketingteamscombinefirst-partyinsightswithvettedsecond-andthird-partydatatoenhanceaudiencereach,accuracy,andscalability.

Areputablesecond-orthird-partydataprovideroffershigh-quality,verifieddatarootedinreal-worldbehaviors,suchaspurchaseactivityandmediaconsumption.Thisenablesmarketerstorefinetheirstrategiesbeyondassumptionsorpoor-qualitymodeleddata.Herearethreekeybenefitsofincorporatingverifieddataintoanaudiencetargetingstrategy:

SeedData:AStrongFoundationforTargeting

Thequalityofseeddatadirectlyimpactstargeting

accuracy.Verifiedbehavioraldata,suchaspurchase

historyandcontentengagement,helpsbrandsidentifyandreachhigh-valueconsumerswithgreaterprecision.

ModelingandDigitalTwins:ExpandingReachWithoutSacrificingRelevance

Onceastrongdatasetisestablished,advancedmodelingtechniquesanddigitaltwinsallowmarketerstoscaletheiraudienceswhilemaintainingrelevance.Withbehavioralpatternsandpredictiveinsights,brandscanfine-tune

targetingandexpandtheirreachwithaccuracy.

PerformanceOptimization:ReducingWaste,ImprovingEngagement

Usingverifieddataminimizesinefficiencies,enhances

engagement,anddrivesmoreeffectivecampaigns.Betterdatameansbrandscanensuretheirmessagingreachestherightconsumersattherighttime,improvingefficiencyandboostingROI.

Beyondenhancingaudiencetargeting,verifieddataalsoplaysacriticalroleindefiningsuccessmetricsapart

fromROI.

MEDIA

04

ThepowerofCircana’sverifieddatainaudiencetargeting

Circana’sCompleteAudiences?empowerbrandstomovebeyondROIbyfocusingonabroadersetofkey

performanceindicators(KPIs)thatprovidedeeperinsightsintothefullcustomerjourney.Throughprecisiontargetingwithverifieddata,Circanahelpsbrandsachievehighconversionratesandvaluablemetricslikebrandlift,engagementrates,andcustomerlifetimevalue(CLV).

CompleteAudiencesaredesignedtodrivecampaignperformancebyusingdatafrom100%knownbuyerstodeliveruptosixtimestheROIofotheraudiencesolutions.ButtherealpowerofCompleteAudiencesistheabilitytooptimizeperformanceacrosstheentirefunnel—fromearly-stageawarenesstoconversionandpost-purchaseengagement.Bytargetinghouseholdsmostlikelytotakeaction,whetherthat’sbuyingaproduct,engagingwithcontent,orconsideringapurchasesoon,Circanaequipsbrandstocapturethefullvalueoftheirmediaspend,ensuringcampaignsdriveshort-

termgainsalongwithsustainedgrowthovertime.

Intoday’scompetitivelandscape,targetingtherightaudiencesdrivescampaignsuccess.CompleteAudiencesleverageawiderangeofverifieddatasourceslikepurchasehistory,viewershippatterns,intentsignals,andeatingbehavior.

Thisprecisionatscaleletsbrandsreachtherightconsumerswiththerightmessageattherighttime,maximizing

effectivenessacrossallstagesofthemarketingfunnel.BeyondROI,Circana’sdatasolutionssupportthemeasurementofbrandawareness,engagement,andcustomerretention,ensuringamoreholisticviewofcampaignimpact.

Circana’saudiencesdriveunparalleledlift

CircanaAudiencesvs.Competitive

14.7%

%Lift

7.7%

6.6%

5.3%

4.8%

2.5%2.6%

DemographicNativeContextualBehavioralCompetitivePBT1PCircana

Upto

6x

ROI

ComparedtoOtherAudiences

GetCircana’slistofrecommendedquestionsto

askpotentialdatasuppliersinRFIs.

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MEDIA

TypesofCompleteAudiencesforgeneralmerchandise:

?Purchase-BasedAudiences—Reachhouseholds

mostlikelytospendacrossavarietyofproduct

categories,brands,andattributes.Withmillionsof

targetingcombinationsavailableacross18industries,Circana’spurchase-basedaudiencesofferunparalleledbreadthandprecision.

?SubscriptionVideoOnDemand(SVOD)Audiences—

TargethouseholdsbasedonstreamingbehaviorsacrossplatformslikeNetflix,AmazonPrimeVideo,Hulu,andDisney+.Withmorethan90dimensions,Circana’sSVODaudiencesenablebrandstoreachconsumersbasedongenrepreferences,franchises,series,andspecifictitles.

?FoodserviceAudiences—Engagehouseholds

basedontheiraway-from-homeeatingbehaviors,

coveringover100dimensionsacrossQSR,full-servicerestaurants,retailfoodservice,andnon-commercialfoodservice.Theseaudienceshelptargetconsumerswithspecificdiningpreferencestoboostrelevance.

?In-MarketAudiences—Identifyandtarget“In-marketInvisibles,”whoarehigh-valuecustomersdifficulttospotbutreadytobuy.TheseaudiencesuseAI-driven,short-terminterestsignalsderivedfromobserved

onlinebehaviortopredictpurchaseintentwithinthenext30to60days,sobrandscanactquicklyandefficiently.

?Hendry?Audiences—Circanaresearchprovesthatproductattributesotherthanbranddriveshopper

loyalty.Byutilizingattributesidentifiedthrough

Circana’spredictivemodeling,Hendry,marketerscanachieveupto2xthereachwithengagedbuyers.

CompleteAudiencesaretheidealsolutionformarketersseekingtogobeyondROItofocusonabroadersetofmetricsthattrulycapturecampaigneffectiveness.Marketerscanachieveprecisiontargetingatscale,optimizemediaspend,andtrackholisticKPIsthatdrivelong-termgrowth.Here’sacloserlook:

Precise,Predictive,Powerful

CompleteAudiencesarebasedon100%verifieddata,enablingbrandstoreachconsumerswhoarelikelytoconvertandengageinbehaviorsthatshowlong-termpotential.Thisisessentialforlongerpurchasecycle

products,wherenurturingcustomerrelationshipsiskeytosustainedsuccess.

MetricsBeyondROI

CompleteAudiencessupportmetricsthatgobeyondjustROI.Bytrackingengagement,brandlift,customerretention,andshareofvoice,brandscanmeasure

campaignsuccessmorecomprehensively,focusingonlong-termgrowthandbrandequity.

PrecisionatScale

Whethertargetingpastpurchasers,viewersofspecificcontent,orfoodserviceguests,CompleteAudiences

ensurebrandsreachtherighthouseholdswithprecision,maximizingcampaignimpactwithoutwastingadspend.

OptimizedCampaignPerformance

BycombiningCircana’sdatawithtargetedmessaging,brandscanoptimizecampaignsacrossallstagesofthefunnel,drivingbetterresultsfrombothimmediateconversionsandlong-termconsumerrelationships.

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MEDIA

Circanaestimatesbrandsspendupto60%oftheir

marketingbudgetonearlystagesofthefunnel:buildingawareness,generatinginterest,andfosteringtrust.

Consumersoftenresearch,compare,andengagewithabrandseveraltimesbeforemakingafinalpurchasedecision.RelyingsolelyonROImisseskeytouchpointsthatinfluenceconversions.

DaveSlowik

EVP,Media,Circana

Throughverifieddataandpowerfulinsights,Circanahelpsbrandsnavigatethecomplexitiesoflongpurchasecyclesanddelivercampaignsthatgeneratebothshort-termandsustainableresults.Withmorereliableinsights,brandscanmovebeyondtraditionalperformanceindicatorslikeROIandadoptamorecomprehensiveapproachtomeasurement.

Thenextsectionexploreshowselectingtherightmetrics,suchasbrandlift,engagementrates,andshareofvoice,providesadeeperunderstandingofcampaignimpact,helpingmarketersrefinetheirstrategiesforlong-termsuccess.

05

BeyondROI:ASmarterApproachtoKPIMeasurement

Withreliableinsights,brandscangobeyondtraditionalperformanceindicatorslikeROIandtakeamorecomprehensiveapproachtomeasuringsuccess.Forindustrieswithlongerpurchasecycles,suchastechnology,homeproducts,and

prestigebeauty,marketersmustbroadentheirfocustoincludemetricsthatcapturetheentirecustomerjourney,from

awarenesstopost-purchaseloyalty.Byincorporatingmetricslikebrandlift,engagementrates,andshareofvoice,brandscangainadeeperunderstandingofcampaigneffectiveness,whichprovidescriticalinsightsintolong-termsuccess.

Toassessmediaimpacteffectively,brandsneedtotrackabroadsetofKPIsthatcaptureallstagesoftheconsumerjourney.ByusingtheseKPIs,brandscan:

?Buildbrandpresenceduringextendedconsiderationperiods.

?Optimizemediaspendacrossawareness,engagement,andconversion.

?Maximizelong-termrevenuebyfocusingoncustomerretentionandrepeatbusiness.

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06

Circanarecommendsfivekeyperformanceindicators(KPIs)forgeneralmerchandiseindustries.

TheseserveasexamplesofhowgeneralmerchandiseindustriescanuseCompleteAudiences:

EngagementandProductInterest

Earlyengagementmetricsarecrucialtounderstandinghowpotentialbuyersinteractwithyourbrandbefore

deciding.Trackingmetricslikeclick-throughratesandtimespentonproductpageshelpsbrandsidentifyconsumerswhoareactivelyconsideringtheirproducts.

Click-throughrate(CTR)—Aluxuryskincare

brandusesCircana’sPurchase-basedAudiencestotargethigh-incomehouseholdsthathavepreviouslypurchasedpremiumbeautyproducts.Byserving

targetedadsforanewanti-agingserum,theytracktheCTRtomeasurehoweffectivelytheiradsparksinitialinterestfrompotentialcustomers,drivingtraffictotheirproductpage.

Socialshares,saves,andwishlistadditions—A

finediningrestaurantcanuseCircana’sFoodserviceAudiencestotargetwithacampaignfeaturingthe

seasonalorlimited-timeofferingthosewhoaremostlikelytodineacompetitivefinediningestablishment.Consumersactivelysharingorsavinganewhigh-enddishonsocialmediashowthereisgrowingbuzzandanticipationaroundtheoffering.

Timespentonproductpages—Afast-casualchainusesacombinationofCircana’sIn-marketAudiencesandFoodserviceAudiencestotargetvalueseekerswhohaveshownrelatedcontentinterest.Driving

theseuserstothechain’swebsiteandtrackingtimespentonpagecanhelpthechainlearnthatlongerengagementonvaluemenuitemssignalsstrongerinterestfromcost-consciousconsumers,helpingdriveconversions.

Costperengagedvisitor—Ahigh-endfurniture

retailerusesCircana’sPurchase-basedAudiencestotargethouseholdsmostlikelytomakehome-relatedpurchases.Theymonitorthecostperengagedvisitorbytrackinghowefficientlytheirtargetedadsbringinhigh-intenttraffic—thosewhospendtimebrowsingproductpagesbuthaveyettopurchase.

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ShareofVoice(SOV)

Inindustrieswherethepurchasedecisiontakestime,ensuringconsistentbrandvisibilityisessential.Shareofvoicemetricssuchasbrandsearchvolumeandsocialmentionshelpbrandsmaintaintop-of-mindawareness,ensuringconsumersdon’tforgetaboutthebrandbeforethey’rereadytopurchase.

ShareofVoice(SOV)—Aluxuryskincarebrand

knowsfromitsinternalinsightsthatitsbuyersare

mostlikelytowatchromanticcomediesandtrue

crimeseries.ThebrandusesCircana’sSubscriptionVideoOnDemand(SVOD)Audiencestotarget

consumerswhofrequentlywatchromanticcomediesandtruecrimeseriesonplatformslikeNetflix

andHulu.Then,bymeasuringitsshareofvoicein

comparisontocompetitorsinpaidmedia,thebrandevaluatesitspresenceinthecompetitivebeauty

spaceandadjustsitsadvertisingstrategiestoensurethebrandremainstopofmind.

Organicbrandsearches—Agamingconsole

companyusesCircana’sIn-marketAudiencesto

targetpotentialbuyersactivelyresearchingvideogameconsoles.Thebrandmeasuresorganicbrandsearchvolumeforitsconsoleacrossmultiple

platformstotracktheeffectivenessofitsmarketingeffortsindrivinglong-terminterestandconsumercuriosity.

ConversionRatebyFunnelStage

Forhigher-considerationpurchases,thedecision-makingprocesstakestime.Trackingconversionratesbystage,frominitialawarenesstofinalpurchase,helpsbrandspinpointwherepotentialbuyershesitateordropoff.Byidentifying

thesepoints,brandscanoptimizemessaging,offerincentives,orstreamlineprocessestoimproveconversions.

Conversionratebystage—Anaccessoriesbrand

usesCircana’sSubscriptionVideoOn-Demand(SVOD)Audiencesincombinationwithdemographicsand

intereststocreatehyper-personalizedadsforholidayshoppingandtargetthemongenrestheirconsumerswatchandnotrelatedtotheproduct.Thebrandfounditsaccessoriesholidaybuyersshopforothersandnotthemselvesandtargetingsport-relatedshowsismosteffective.Thebrandthenmeasuresengagementrateandconversionratefrompersonalizedstreamingads.

Cartabandonmentrate—ArefrigeratormanufacturerusesCircana’sIn-marketAudiencestoidentifyhigh-value,in-marketshoppers.Thebrandthenidentifieswherethesepotentialbuyersdropoff.Trackingcartabandonmentforhigh-considerationproductshelpsoptimizethebrand’smessagingandpromotionsat

keypointsinthefunnel.

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PurchaseLagandSeasonalLift

Understandingpurchasetimingiscrucialinindustrieswithlongerpurchasecycles.Trackingpurchaselagandseasonalliftmetricshelpsbrandsunderstandwhenconsumersarelikelytoconvertandwhendemandspikes,allowingforbettercampaignoptimizationduringhigh-trafficperiods.

Purchaselagtime—Atelevisionbrandcanuse

Purchase-basedAudiencestotargetthosewhohavenotpurchasedinthelastsixmonthsfollowingabigsportingeventcampaign.Thebrandcanthenmonitorhowlongittakesforconsumerstoconvertaftertheadhelpsoptimizefuturecampaignsaroundproductlaunches.

Incrementalsalesliftduringkeyperiods—Afast-casualchainusesCircana’sFoodserviceAudiencestotargetpeoplemostlikelytotryanewseasonalmenuitematafast-casualchain.ThebrandthentracksincrementalsalesliftusingCircana’sMarketLiftsolutionduringthelimited-timeoffercampaign.Thishelpsdeterminetheeffectivenessofseasonalpromotionsandcustomerinterestinnewofferings.

Customerretentionpost-promotion—AseasonaldrinkbrandusesCircana’sFoodserviceAudiencestotarget

lapsedcu