Catalina Marketing, St. Petersburg, Florida, and Samba TV, San Francisco, have partnered to integrate shopper behavioral data and video viewership insights at a massive scale, encompassing tens of millions of households and billions of data points.
Together, the companies will build advanced analytics tools that fundamentally improve media buying and selling across all marketing channels, including in-store, digital, mobile over-the-top (OTT) and linear TV.
The combination of Catalina and Samba TV data will provide a comprehensive look at how all advertising, including TV advertising, is driving lift and in-store purchases for advertisers. CPG marketers and their agencies will now have a granular, real-time analysis of campaign performance in stores at the UPC-level allowing them to assess the effectiveness of cross-device campaigns across TV, digital and in-store, reach customers on the right platforms, and optimize campaigns mid-flight.
"The melding of Samba TV and Catalina's advanced analytics capabilities and unparalleled buyer intelligence will allow advertisers to make more informed media and marketing decisions, leading to higher ROI," Catalina CEO Jerry Sokol said in a media release. "Our partnership with Samba TV enables tracking of both brand awareness and ROAS, creating stronger combined capabilities. This partnership is yet another example of how Catalina is dramatically evolving to provide greater value to our customers."
"This partnership is a massive leap forward for our industry that is still using legacy tools and methodology,” Ashwin Navin, Samba TV founder and CEO, said in the release. “Now we have massive datasets integrated to take the guesswork out of media buying decisions and solve the cross-platform measurement problem once and for all. At Samba, we have a real-time understanding of video and TV audiences at global scale. With Catalina, we marry viewership with real-time purchase data to create the most profound understanding of TV and OTT – the medium used to build brands – with the primary ways brand messages are consumed, creating a huge opportunity to drive more personalization and accountability in the media we enjoy every day."
Catalina and Samba TV are establishing benchmarks and norms for campaign design and reporting that enable networks to track campaign performance to make in-flight optimizations, dramatically upgrading the ability to deliver outcome-based selling said Dr. Wes Chaar, Catalina's chief data and advanced analytics officer, who previously led major TV industry initiatives in audience estimation, audience targeting and audience demand modeling.
"The Catalina/Samba partnership will also fuel a new take on the Marketing Mix Model,” Chaar said. “The more granular Consumer Mix Model will use ratings that reflect an individual store's consumer composition, trading area and ratings in near real time instead of weeks after a campaign ends, which is the current norm.”
Howard Shimmel, president of U.S.-based research consultancy Janus Strategy and Insights, played a key advisory role in the evolution of the Catalina and Samba TV partnership. Shimmel is a recognized expert in data integration, audience buying and ROI/Attribution through his work as Turner's Chief Research Officer and other leadership positions with Nielsen and Symmetrical Resources.
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