Audiences & Data ServicesMaximize consumer relationships with custom targeting and segmentation for digital and television to understand the impact on in-store sales.

CUSTOMIZED AUDIENCES

Custom Segments Are In Style

Catalina uses its 38-year history of deterministic in-store targeting as the starting point for building your custom audience. We implement proprietary modeling approaches – predictive, shopper affinity, and reach expansion – to deliver precise and reliable audiences verified by purchasing propensities, such as:

  • Brand Buyers, Competitive Buyers, Lapsed Buyers
  • Likely Triers, Potential Defectors, Affinity Groups
  • Loyalty Levels, Quantities Purchased, Look-Back Window
SYNDICATED AUDIENCES

Find Your People

Catalina has over 700 pre-built syndicated segments available for purchase in LiveRamp Data Marketplace and its integrated DSPs:

  • Category Buyers
  • Ingredient Seekers and Avoiders
  • Lifestyle Diets and Social Causes
  • Price and Promotion Sensitivity

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Check out our online Audience Catalog.

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A Data-Driven Training Approach Increases Employee Recruitment, Retention, Knowledge – And Satisfaction

Q&A with Simon Phillips, Director, Sales Training and Enablement, Catalina

Strategic job hunters seek progressive companies that are committed to investing in and developing their people. Those companies that truly stand out leverage data insights and measurement to inform their decisions, improve the company’s culture – and retain their in-demand talent. Simon Phillips, Catalina’s Sales Training and Enablement Director, is a big believer in employing a data-driven approach to deepen the knowledge and enhance the skills of Catalina’s high-performing, 150-person sales organization, an approach grounded in his background in sales, psychology, and professional education consulting.

Q: Which types of training programs should sales-focused job hunters look for with prospective employers?
Consumer shopping behavior is evolving at an unparalleled rate as digital channels expand, so successful salespeople must stay abreast of the latest advancements to effectively advise their customers. At Catalina, for example, our teams require an understanding of the rapidly evolving digital marketplace AND the shopper intelligence tools at their disposal to guide our customers. It’s incumbent upon successful companies to make significant investments in continuous training and sales enablement, demonstrably showing they understand that real-time/just-in-time training creates measurable behavioral change that leads to greater productivity, increased sales, higher morale, and improved employee retention. Net, look for companies that offer the right training and tools throughout an employee’s career, who demonstrate a commitment to an individual’s professional growth, while reaping the benefits of their enhanced skillset.

Q: Can a company’s use of talent data help with recession proofing and marketplace changes?
The pandemic uncovered those companies able to adapt quickly because they had good insights about marketplace shifts and staffing needs. In the years ahead, the need for strong micro-training programs will grow exponentially as remote work and ecommerce expand, along with the need for digital knowledge and skillsets. As roles evolve, so can employees. By understanding which employees have which knowledge and skills, successful companies can identify those people who are well-suited to transition from one role to another. Insights from talent data measurement will ensure a top-flight workforce is ready to go today and is sustainable for the future.

Q: How can corporate data help attract the best talent?
People are increasingly taking an experiential approach to their career paths. They see less-value in staying at one type of job in one market. And with more openness to remote working, they’re exploring all types of positions. This makes it harder for employers who now have more people applying for a job, many of whom are potentially less qualified. That’s why thoughtful, well-written job descriptions are so critical. Also, in the months and years ahead, organizations will almost certainly introduce more remote performance measures with so many people demonstrating increased productivity and greater job satisfaction while working remotely during the pandemic. Metrics can show whether an employee is paying attention during an online meeting or whether they have minimized their screen and are not engaged or multi-tasking.

Q: Do high-performing companies use talent data to inform succession planning?
The best ones do. That’s why it’s important to look for companies that identify high-potential employees early on and begin cross-training them. Statistics show that a high-potential employee generally leaves within 24-months of getting a position. Data can tell us if it’s because they're not being fostered or because they're being treated like a low potential or a B player. Enlightened companies early-on need to clear the lane for high potential hires, encourage them to push the pedal on hard skills, then switch to soft skills before letting them drive. Give them the space they need to grow and a clear understanding of what they need focus on to be eligible for the next position or challenge.

Q: How can successful sales organizations build a data-driven talent management function?
It begins with developing comprehensive and clearly articulated job descriptions that lay out specific competencies known to drive performance. About 80% of the description should be lead indicators – which encompasses their track record for generating leads and converting them to accepted contracts. Complement that with facts about the role, company and culture that candidates will find attractive. Leave some room for variability in terms of responsibilities so those can be refined based on the new hire’s expertise and the evolving needs of the role. For companies with many technical requirements, it’s easier to teach a new hire about a given industry than how to hustle and get things done correctly. Ultimately, you want to measure knowledge, skill and impact.

Q: How can companies make that transition?
First, look broadly at which behaviors lead to enhanced job performance. Determine what your organization most values, then build an environment that fosters it. As a foundation, create a culture that engages employees in giving feedback that’s measurable. Level 1 focuses on surveys. Level 2 measurement focuses on retention of knowledge, while Level 3 looks at how well a team member is learning and applying new skills. Level 4 measures against your company’s overall strategy. (Don’t try starting here. You need data from the first three levels to effectively implement level 4.) Level 5 is generally used for larger scale projects where there is a heavier upfront investment or intangibles, such as retraining a sales organization or enterprise compliance.

Q: In landing that perfect sales job, what are the most important criteria for a prospective employer to measure?
They should only measure things that can be controlled to show causation and look at competencies defined by local subject matter experts validating them along the way. For example, if an organization is driving for quantity of sales leads (over quality), some employees may favor the number of contacts made over close rates, which may not maximize performance or revenue, known as surrogation Data can show a company not only their top performers but how those with stronger soft skills achieve better results. This is especially important in businesses where a sales cycle could take as long as 12-18 months.

Q: Which speed bumps should a company expect and how do they overcome them?
Building skills-analysis into a company’s routine and culture takes time. It is a top-down and bottom-up push, where they slowly start to fill that gap. The payoff is that those companies are able to make smart changes, whether starting a new division or downsizing. They know who’s adaptable and who’s a true leader.

Q. How does a company know if its training programs are working?
Successful companies need to take pulse surveys often and take them seriously. Be transparent. Report out the findings. Most importantly, act on them. And don’t forget to celebrate success on both sides along the way. In our most recent employee pulse-survey at Catalina, nearly 80% of U.S. team members said they have the opportunity for personal development and growth here, and these results are directly linked to our focus on Learning and Development, with numbers improving steadily since 2017.

https://jobs.catalina.com/

6 Tips for Women Managers Climbing Toward the C-Suite

Catalina recently co-sponsored Adweek’s 2021 Women Trailblazers Summit, where I had the pleasure of participating in a discussion moderated by editor-in-chief Stephanie Paterik with Cadent Chief Data Officer & COO of Advanced TV Jamie Power.

At a time when 40-60% of middle managers are women at most companies--yet only 25% are advancing to the C-Suite--we had a wide-ranging conversation on how women can break through glass ceilings that are still way too prevalent.

Among our takeaways:
1. Be self-aware vs. hard on yourself, so you can play to your strengths while refining your weaknesses.
2. Specify what you want to improve upon with your mentors, so they can better focus on helping you work through a challenge or opportunity.
3. Practice kindness - and that includes being kind to yourself - especially during stressful times.
4. Get comfortable feeling uncomfortable. You should always be learning, no matter what phase of your career you're in.
5. Know how to ask questions and never be afraid to keep asking questions.
6. A lot of women feel guilty for being a leader and a mom, spouse, friend, sister. Learn to skip the guilt and recognize you're doing your best!

Watch the entire session: https://content.jwplatform.com/videos/WQmoXKex-nodhNlI0.mp4

Privacy Marketing & Advertising Trends

Privacy rights have taken center stage, which has far-reaching implications for how marketers, retailers, and publishers target consumers. Apple’s new App Tracking Transparency feature and Google’s decision to remove cookies from its Chrome browser have escalated the need to create a transparent value exchange with customers that’s built on consent. Below, Catalina answers seven trending questions about how to balance privacy rights and personalization:

What’s a first-party cookie vs. a third-party cookie?

Cookies are tiny digital IDs that remember what consumers do across digital platforms and help marketers create personalized ads and relevant offers to them.

First-party cookies help publishers measure advertising performance. It includes information gathered from a company’s website, app, CRM, social media or surveys. Only the publisher can access the information. (Second-party data is first-party data from a trusted source.)

Third-party cookies are created and placed by someone other than a first-party publisher, such as an advertiser or social media site. They are used by help to define a target audience for advertising.

There’s been a lot of discussion around the “death” of the third-party cookie. What does this mean for marketers?

Third-party cookies have been around since 1994 but became a hot topic when Google announced it plans to stop using them on its Chrome browser by 2023. (Safari and Firefox, the second and third most popular web browsers, already block them.)

Google’s killing of third-party cookies is designed to improve consumer privacy – and position its proposed group profiling system as the best alternative. Their death will limit a marketer’s ability to target individual consumers most likely to be interested in buying what they offer. Advertisers, publishers, and retailers are responding by improving their first-party data sources.

What is GDPR and what is GDPR compliance?

The EU General Data Protection Regulation (GDPR) is the legal framework and guidelines for the collection and processing of personal identifiable information (PII) in Europe. It went into effect in May 2018.

Global marketers must comply with GDPR rules when engaging European consumers, and so far about half of the world’s organizations have updated their website cookie policies and 80% have updated their privacy policies.

What is CCPA and what does it mean for marketers?

The California Consumer Privacy Act (CCPA) is a state-wide privacy law that regulates how business handle the personal information of California residents. The Association of National Advertisers (ANA) predicts half of states in US will introduce a version of CCPA by yearend 2021, which is likely to result in a complex and conflicting set of privacy rule laws.

Creating a US equivalent of GDPR is unlikely to happen soon as Congress focuses on other priorities. Presently, the US Data Care Act, introduced in March 2021 to create national governance, has a 2% chance of being enacted.

What is Apple’s new App Tracking Transparency feature, and what does it mean for advertisers?

In Spring 2021, Apple launched an App Tracking Transparency feature on the new iPhone iOS 14.5 platforms. It gives users much more transparency and control over any app that wants to track them for advertising.

Consumers can now easily opt out of sharing personal information with any or all advertisers, which has marketers, retailers and media companies rethinking how they can continue to deliver targeted messages to shoppers. Opt-in estimates range from 4% to 33% for iOS users.

Apple has announced its iOS 15 release the Fall will premiere a new privacy solution that can mask IP addresses, preventing companies from acquiring a user’s location without consent. Called Private Relay, it also lets consumers log into websites with anonymized email addresses, which is an added barrier to data providers who have been looking to email as a replacement for the third-party cookie.

An Android version of App Tracking Transparency is expected to launch with apps running on Android 12 towards by yearend 2021. According to Statcounter, 72.8% of smartphones worldwide use an Android operating system and 26.4% use iOS.

Is a combination of transparent first-party data and contextual advertising the right solution for CPG marketers moving forward?

The privacy landscape is evolving quickly, so it’s best for marketers not to put all their resources behind one solution.

Transparent first-party data will likely always be the best way to create personalized advertising to an individual consumer. This includes your own data and first-party data from trusted partners that get consent from users about it’s applied. (This is also called second-party data.)

Marketers can expand reach by using contextual advertising, which places ads based on the content of a web page. For example, low calorie products often appear adjacent to weight loss-related content.

Look for the industry to move toward solutions that embrace media and measurement approaches that are not solely dependent on Personal Identifiable Information (PII). Instead, marketers will use a combination of first-party cookies and contextual advertising that’d driven by reliable and ethically sourced data.

What impact do these changes have on measuring sales conversion?

Measurement is foundationally built on first-party data that creates a measurement “seed” – often in the form of a cookie – to understand who has been exposed to an ad.

To measure how exposure converts to conversion, Catalina uses an exposed/unexposed methodology to determine sales lift. This ensures that the unexposed group mirrors the exposed group precisely to isolate the impact of the advertising

To learn more about how to measure your media effectiveness and optimize your return on ad spend (ROAS) with real-time analysis, visit Catalina’s Measurement Solutions page or reach out to results@catalina.com.

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