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Catalina Launches Marketing Investment Tool


St. Petersburg, Fla.-based personalized digital media provider Catalina today at the FMI Connect expo in Chicago announced Catalina Investment Planner, a marketing planning application that allows CPG brands and retailers to identify their profitable growth potential by leveraging insights from 260 million shopper IDs and 16 billion shopper transactions.

An industry first, the Investment Planner is part of Catalina’s ROI Value Creation Initiative. It‘s a highly visual, proprietary iPad application that gives marketers, brand managers and executive decision makers the ability to quickly visualize opportunities 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.

“While others are talking about impressions, Catalina is partnering with its brand and retail partners to power outcomes,” said Todd Morris, president of Catalina U.S.  “Our new Investment Planner takes the guesswork out of campaign design and planning.  We can now show with unparalleled certainty the impact on growth of different campaign scenarios in terms of dollars and cents and return on investment.”

The Investment Planner addresses a need in the CPG industry for improved marketing efficiency. The application integrates insights into the purchasing behavior of U.S. shoppers with a historical database of Catalina campaigns and results. It allows Catalina 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, Catalina can collaborate with clients to test and modify campaign parameters, such as program 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 impact product trial, loyalty and volume, return on investment, and total incremental dollar sales.

“This new application is another example of how Catalina is innovating to help revolutionize marketing performance for our industry and our clients,” Morris said.

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