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household products

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Leveraging Purchase Signals to Drive Growth

Sharing their cross-channel campaign evaluation using IRI’s household lift studies, Lisa Mulyk and Liz Ryan from IRI illustrated the strengths of purchased-based data and targeting across brand portfolios. Creative messaging and sales for “must have” and “nice to have” products were examined, comparing the broader affinity, lifestyle and demo audience against the more specific purchase-based audience. Determining that not all audiences worked for the campaign strategy, they found that, although a portfolio strategy worked best to drive household penetration and engage the full gamut of potential buyers, the campaign would have been more successful in targeting purchase-based consumers.

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