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First-Party Data Takes The Cake In A Post-Cookie World
Kroger leverages extensive first-party data to enhance precision targeting in a post-cookie world, with insights derived from detailed consumer behavior and preferences. Their marketing strategies include customized audience recommendations to achieve measurable outcomes such as sales lift and household penetration, significantly outperforming traditional third-party targeting methods. Kroger aims to set new standards in retail media while addressing challenges in the digital advertising supply chain.
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First-Party Data Takes The Cake In A Post-Cookie World
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- 2. 1inEvery2U.S.HouseholdsareKroger Shoppers 60 MMHouseholds shopping2800 locations in35States 2 ©84.51˚ | 2021 | CONFIDENTIAL |
- 3. 3 ©84.51˚ | 2021| CONFIDENTIAL | 30M MonthlyeCommerce Visitors 11M Daily Customers Top 10 eCommerce Retailer #4 Fastest growing ecommerce retailer
- 4. OurDifference:ValueExchangeinCustomerRelationships Opt-InMembership Krogerloyaltyprogram captures 96%ofsales Savings &Rewards Shoppersearnfuelpoints and personalized offers 4 ©84.51˚ | 2021 | CONFIDENTIAL |
- 5. Our longitudinal view ofpurchases over time paint a more complete picture Consumerpreferencesshouldn’tbedefinedbyasinglepurchase Shoppers whoareparents thatmeal-plan weekly. Shoppers whoareprice sensitive Shoppers whocurrently orpreviously engaged with your brand. Shoppers whoarecurrently shopping inyour category butnotyourbrand. Shoppers whopurchase products related toa specific diet. Shoppers whoareconvenience-minded orhealth focused. ©84.51˚ | 2021 | CONFIDENTIAL | 5
- 6. Kroger’sTargetingTakes the LongView Thousandsofvariables aretrackedand analyzedfrompetabytesofKroger’s historicalfirstpartydata–refreshed weekly Engagement Purchase History Household Shopping Behavior Brand Buyers Coupon Downloads Category Buyers Clicks/ Views Complementary Buyers Location Basket Size HH Size Shopping Frequency Demographics Basket Value Email Opens 1.DataCollection andAnalysis ©84.51˚ | 2021 | CONFIDENTIAL | 6
- 7. 7 ©84.51˚ | 2021| CONFIDENTIAL | Clicks/ Views HH Size Brand Buyers Coupon Downloads Category Buyers Complementary Buyers Location Basket Size Shopping Frequency Demographics Basket Value Email Opens 2.PerformanceContributionScoring Machinelearning uncoversperformance insights Eachcombination ofvariables isscored for performance contribution
- 8. 8 ©84.51˚ | 2021| CONFIDENTIAL | Engagement Purchase History Household Shopping Behavior Brand Buyers Coupon Downloads Category Buyers Clicks/ Views Complementary Buyers Location Basket Size HH Size Shopping Frequency Demographics Basket Value Email Opens Optimal Audience 3.OptimalAudienceRecommendation The mostrelevant audience to meetyour objective Werecommend acustomized audience basedoneach campaign objective, timing andbudget
- 9. Measurable business outcomeson everycampaign: • Sales lift • Newbuyers • Household penetration • ROAS • Shareshift • Lifetime value 9
- 10. Retail data-science takesthe cake P R E C I S I O N T A R G E T I N G O U T P E R F O R M S T H I R D - P A R T Y T A R G E T I N G I N A / B C O M P A R I S O N D I S P L A Y T E S T A specialty brand wanted to compare KPM’s first-party targeting science to standard 3rd party targeting from a programmatic provider. BACKGROUND THE TEST RESULTS Compared to the National Campaign, Kroger Precision Marketing campaign had narrower reach and a higher CPM. Less Impressions Less HHs 23x 4.1x Higher AROAS 6.5x More Attributable Sales/HH 7.3x But Kroger Precision Marketing significantly outperformed the National campaign in sales performance and return on ad spend Third Party First Party
- 11. We’reraisingthe expectationsforretail media WatchforKrogerPrecision Marketingto unveil newwaysforbrandsandagencies to activateourdatascience. Tocombatfraudulentandinvalid trafficinthedigitalsupplychain Tocombatad-supported piracyin thedigitaladvertisingsupply chain Tocombatmalwareinthe digitaladvertisingsupply chain Toprotectabrandsafe environmentinthesupplychain
- 12. JOIN OVER 1300BRANDS USING KROGER PRECISION MARKETING KPMinfo@8451.com