Marketing: Optimization

A leading beverage brand aimed to acquire new buyers in a highly penetrated category to increase sales.  

Circana’s media optimization capabilities enabled the brand to link ad exposure to weekly deterministic purchases at the UPC level. By predicting and identifying the people most likely to purchase the advertised product, the brand uncovered more potential buyers for each subsequent impression served on the campaign.

We helped the brand beat the carbonated beverage category’s benchmark by 12%. The result was a 40% increase in sales lift and $1.28 media return on investment. 

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