The current digital marketing landscape, influenced by Google's evolving stance on third-party cookies and increased digital privacy concerns, has prompted marketers to seek more reliable strategies. Purchase-based targeting has emerged as a transformative solution for CPG companies, revolutionizing audience engagement and campaign optimization.

In this presentation, Circana’s Mike Ellgass will explore the advantages of purchase-based targeting over traditional methods like demographics and interests. He will present data from Circana lift studies, demonstrating that purchase-based data consistently outperforms other methods in deterministic and predictive modeling.

Unlike traditional tactics, this approach translates strategy into actionable insights and prioritizes sales as the primary KPI for optimization. Attendees will gain actionable insights to enhance their marketing strategies by leveraging the precision of consumer purchase behavior analysis.