Cartology releases new planning tool
Cartology has created a planning tool to help users develop higher quality campaign solutions.
The tool’s development leveraged an examination of more than “40,000 aggregated data points”, more than 2,900 campaigns, and five years’ worth of learnings from campaigns.
The finished product makes use of customer insights regarding media mix, category and brand sales, market position and channel penetration to provide more relevant media solutions for brands “based on their campaign and communications objectives”.
The tool is expected to deliver greater investment impact within “Cartology’s full omnichannel ecosystem” by facilitating data-bolstered campaign recommendations.
“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,” said Ebonie Newman, head of product solutions and channel planning at Cartology.
“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 tool’s release in the market is being considered as a move for Cartology to satisfy its commitment “to delivering Retail Media effectiveness for brands”.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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