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Using Identity Graphs in Consumer Packaged Goods
The Challenge for CPG Brands
Consumer packaged goods companies are working to generate a much deeper understanding of their customer. They are increasingly bringing their media planning and campaign activation in-house. Chief among their challenges is not owning large swaths of the funnel. Much of the customer interaction is owned by retailers and eCommerce vendors, with brands left guessing which messaging is actually driving product adoption.
How Identity Graphs Help
Identity can help CPG brands in three key areas: customer segmentation, lookalike modelling and detailed attribution. By translating cookies into Mobile Ad IDs (MAIDs) and Hashed Email Addresses (HEMs), brands can connect their faithful audience to deep demographic and psychographic data. Both MAIDs and HEMs are notably more stable than the ephemeral third-party cookie, so storing data against those stable IDs makes it much more valuable in the long run.
Customer Segmentation
Stabilise the audience to MAIDs and HEMs, build segments into your CDP and append demographic characteristics to further assist in segmentation.
Lookalike Modelling
Apply machine learning to base segments to build similar audiences. Take a known group of 1 million faithful customers and enhance it to 5 million that look like them.
Detailed Attribution
Add third party attribution to match SKU level conversions and build more data about customers with brand loyalty, feeding back into the model.
"Do not fear the unknown when it comes to identity graphs in consumer packaged goods. When you work with ROQAD, we have done it before."