Bet on Your Brand Buyers for ROI Wins
Marketers can unlock deep value by activating their buyer-based segment, according to executives at Georgia-Pacific and Zenith.
Companies are getting a higher return on investment (ROI) on their ad campaigns by using a new measurement and analytics approach that allows them to direct media to consumers based on what they actually buy.
This new descriptive and predictive modeling approach leverages consumer purchasing data and media consumption—leading to incremental sales lifts of as much as 30 percent among exposed households with the same media spend.
At Nielsen’s Consumer 360 Conference in Phoenix, Douwe Bergsma, chief marketing officer for Georgia-Pacific’s Consumer Business, and John Nitti, president of activation at Zenith, shared insights during a panel discussion on activating buyer-based segments to improve ROI.
“We didn’t spend more money—we spent money smarter,” Bergsma said.
By shifting media to programs where consumers had been more responsive to their messaging, “We found people are five times more responsive,” Bergsma said.
“The trick is to have high-level responsiveness and a large part of the population because it really drives money to the bank.”
In today’s fragmented media environment—when brand marketers are under pressure to improve advertising ROI across platforms—proper use of advanced consumer analytics can drive product sales success.