Marketers often see sales data as a “black box” that doesn’t offer insights, at least not in a timely manner. This definition provided an ironic subtext to a recent experiment for Constellation Brands’ boxed wine product, Black Box Wines, that is being called a potential “game changer” for how CPG brands do marketing.
As The Wall Street Journal reported on Thursday, CPG companies like Constellation Brands usually have to wait up to 12 weeks for data vendors to send reports on how digital ads are driving purchases. Those reports cost between $45,000 and $65,000. For Black Box Wines, Constellation Brands took a different approach. Using Amobee’s DMP, DSP and advanced analytics, Constellation Brands was able to get data every two weeks or so and adjust its campaigns on the fly. Optimizing the ads boosted sales 49% in December and 55% in January.
Instead of receiving quarterly reports, Constellation Brands got biweekly reports that linked exposure to digital advertising with offline sales of the product. To get to that pace, Constellation worked with Oracle Data Cloud and programmatic consultant Labmatik. To speed up the turnaround, Amobee ingested the data from Oracle Data Cloud and quickly matched it to anonymized behavior and identities of consumers who saw the ads. In other words, Amobee data showed that Consumer A saw a digital ad. Then Oracle showed that the anonymized Consumer A went into a store and bought the product.
Using such data, Black Box Wine’s marketers saw which ads were getting traction and with whom and was able to double down on such ads and targeting. In one example, data showed that women 25-54 were converting faster than average. It also revealed which ad formats and site drove sales, which were the best times of day to run ads and which frequency was optimum for conversions. In the future, the brand might use such data to measure the impact of TV as well, Jaymie Schoenberg, vice president of marketing for Black Box Wines, told the WSJ.
Previously, with data coming only every 12 weeks, adjusting this type of campaign mid-flight was impossible. This is a particular problem for CPG companies, who usually sell the bulk of their products at brick-and-mortar stores rather than online, where they could establish a link between exposure and sales. As the Journal noted, “if this kind of mid-campaign course-correction becomes available to more advertisers, and proves fruitful, it could be a game changer.”
In Constellation Brands’ case, getting data fortnightly instead of quarterly is a big improvement. However, Amobee is working harder to get ever-more timely data to marketers, including those in the CPG segment.
Get the full story from the Wall Street Journal.
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