Catalina and FanAI Link for CPG brand sponsor information
June 27, 2022
In the United States, customer intelligence specialist Catalina has partnered with sponsorship data platform FanAI, to help CPG brands better understand and measure how their referral investments directly drive sales from their products.
FanAI connects audience data – such as ticket sales, social media, and TV and streaming views – to customer purchase data. The platform also provides media channel segmentation to know where fans are watching sporting events and which of them are spending. Through this partnership, Catalina’s real-time purchase information and U.S. shopper household graph is used by FanAI to provide CPG brands with multi-channel brand endorsement and sales lift measurement analytics.
The agreement provides the ability to compare the ROI of sales across a brand’s portfolio, identify strong and weak markets for a sponsorship, and provide insights into the success of an activation or advertisement specific.
John Abreu (pictured), Director of Partnerships at FanAI, comments: “CPG brands play a major role in sports sponsorship today, but such investments must do more than improve visibility. The integration of Catalina’s CPG purchase data will improve our ability to provide brands and agencies with more holistic and granular insight into how their referral dollars are performing and how they can be leveraged to drive sales growth. and income”.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.