Worldpanel分析-关于基于购物者的目标的10个真相（英）

October 2023Worldpanel division, KantarImproving marketing effectiveness Worldpanel Analytics10 truths about shopper-based targets*https://www.marketingweek.com/ritson-sophisticated-mass-marketers-targeting/Shopper-based targets reduce media spend wastage Avoid reaching audiences who would never buy your brandsAudiences are not about targeting small niche segmentsRather, smarter targeting of specific groups within all of your potential buyers“Just because you subscribe to mass marketing does not eliminate the need for targeting capabilities – quite the reverse.”Mark Pritchard I P&G Chief Brand Officer*2*Average campaign measured across 154 FMCG Brands in France, Worldpanel division, KantarShopper-based targets help increase your market coverageTarget audiences where you will have most impact on their purchase choices reachSocio-demographictargets on average onlycover 43% ofheavy/medium buyers*43%3*Based on 12 media campaigns in GB, FMCG categories, measured using Consumer Media Measure (CMM), over 2 years (2021-2022) using 52 different target audiences, Worldpanel Division, KantarShopper-based targets generate a better TV sales uplift*Build your TV audiences based on shopper groups most likely to buy1,19%2,28%Demographic basedPurchase basedSales generated by TV activity is much greater among households targeted based on behaviour than among households targeted demographicallyOn TV+92%4*Audience ROI Index on total Campaign ROIBased on 12 media campaigns in GB, FMCG categories, measured using Consumer Media Measure (CMM), over 2 years (2021-2022) using 52 different target audiences, Worldpanel division, KantarShopper-based targets generate a better ROAS* on TVBuild your TV audiences based on shopper groups most likely to buy£2,41 £3,05 Demographic basedPurchase basedBehavioural based audiences activated on TV return £3.05 for every £1 invested. 27% more than demographic based audiences(return on ad spend)+27%5*Based on 12 media campaigns in GB, FMCG categories, measured using Consumer Media Measure (CMM), over 2 years (2021-2022) using 52 different target audiences, Worldpanel division, KantarShopper-based targets generate a better digital sales uplift*Build your digital audiences based on shopper groups most likely to buy0,23%0,32%Non Purchase basedtargetingPurchase basedSales generated by digital activity is much greater among households targeted based on purchase behaviour than with other methodologies*On Digital Media+21%6*Audience ROI Index on total Campaign ROIBased on 12 media campaigns in GB, FMCG categories, measured using Consumer Media Measure (CMM), over 2 years (2021-2022) using 52 different target audiences, Worldpanel division, KantarShopper-based targets generate a better ROAS* on digital mediaBuild your digitalaudiences based on shopper groups most likely to buy£2,40 £2,88 Non Purchase basedtargetingPurchase basedBehavioural based audiences activated digitally return £2.88 for every £1 invested. 20% more than other methodologie