The tool, exclusively built by Cartology, is designed with five years of campaign learnings, an analysis of over 2900 campaigns and over 40,000 aggregated data points to deliver tailored, best in class campaign solutions.
“Cartology’s distinct customer expertise and pioneering experience in Australian retail media uniquely positions them to respond to the strong desire from clients to understand which product and channel combination will deliver the best outcomes against their campaign objectives,” according to the company.
“The planning tool utilises customer insights such as market position, brand and category sales, channel penetration and media mix understanding to recommend insights-led media solutions for brands based on their campaign and communications objectives. This will enable more effective data-informed campaign recommendations across Cartology’s full omnichannel ecosystem to enhance investment impact.”
Cartology Head of Product Solutions and Channel Planning Ebonie Newman says: “The planning tool has been strategically developed to enable our teams to meet client needs at pace based on data analysis of previous campaigns and an understanding of the role of media in driving outcomes. Through this, we overlay years of learnings and deep insight to provide science behind media mix decisions in Retail Media and eliminate complexity.
“By aggregating a wealth of data sources and campaign learnings, we’ve industrialised something that is typically manual to enable more effective campaign decisions, at scale.
“The highest impact campaigns we’ve run are omnichannel and planned end to end. They start with clear objectives, and are informed by deep insight that shapes the optimal channel mix. These ingredients combined drive impactful brand results and Retail Media effectiveness.
The planning tool launch is another step in Cartology’s commitment to delivering retail media effectiveness for brands.