The application is part of the company’s ROI Value Creation Initiative. It is a visual, proprietary iPad application that gives marketers, brand managers and executive decision makers the ability to visualise opportunities quickly for efficient growth. The application is designed to guide the creation of campaigns and strategic plans based on estimated end-of-campaign metrics and sales results.
The Investment Planner addresses a critical need in the CPG industry for improved marketing efficiency. The application integrates insights into the purchasing behaviour of US shoppers with a historical database of Catalina campaigns and results. It allows the company to work with clients to design smarter, more efficient campaigns and review investment scenarios in real-time for meeting business objectives at the best possible ROI.
Using the Investment Planner, the company can collaborate with clients to test and modify campaign parameters, such as programme objectives, targeted buyer audiences, type and scope of campaign, coupon values, investment levels and more. As it makes billions of calculations in the background, the application shows how various decisions could affect product trial, loyalty and volume, return on investment, and total incremental dollar sales.
“While others are talking about impressions, the company is partnering with its brand and retail partners to power outcomes,” said Todd Morris, president of Catalina US. “Our new Investment Planner takes the guesswork out of campaign design and planning. We can now show with certainty the impact on growth of different campaign scenarios in terms of dollars and cents and return on investment.
“This new application is another example of how the company is innovating to help revolutionise marketing performance for our industry and our clients,” Morris concluded.
For more information, go to www.Catalina.com.
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