Kroger offers brands deeper marketing analytics
A grocery giant wants to ensure CPG companies understand the full impact of their digital ad campaigns.
The Kroger Precision Marketing (KPM) division of The Kroger Co. is expanding the campaign insight capabilities available to CPG brands running marketing campaigns through its digital platform. KPM is rolling out a new capability, supported by the Microsoft PromoteIQ commerce marketing platform, which enables brands to track in-store and online sales results attributed to specific advertising campaigns running across Kroger’s digital properties. Kroger says it applies only 100%-verified transactions from both in-store and online customers.
Leveraging PromoteIQ, which currently supports a variety of sponsored product ads on Kroger websites and mobile apps, the retailer utilized its customer loyalty program and data science from KPM to provide a clear link between online browsing and offline shopping behavior. Whether a purchase is made in-store with cash or online via credit card, brands are now able to track shopper impact of their ad campaigns all the way through to purchase.
As a result, Kroger intends to allow CPG marketers to better understand campaign performance and optimize media investment against true return on ad spend.
“The digital advertising world is plagued with inaccurate data,” stated Cara Pratt, VP, commercial and product strategy for Kroger Precision Marketing at Kroger’s 84.51° data analytics organization. “It has forced marketers to ask tough questions about their media choices. KPM has vowed to be a transparent and accountable media partner to CPGs and Microsoft PromoteIQ has been an important addition for us to do that. We have the best data, the right expertise, and the tools to measure business impact.”