CPG Consumer Activation

Enhanced Participant Insight


Objective

Gain incremental participant insight, beyond just registration information, to better understand program performance and optimize future promotion strategies.



Solution

By adding PrizeLogic Consumer Insights, we seamlessly augmented first-party data with third-party consumer dimensions to create 360° profiles of program participants.

The enhanced consumer profiles — including age, income and interests — yielded valuable program insight; which resulted in higher value being placed on AMOE participants. While these entrants did not make a qualifying purchase to participate, a large percentage were still a strong fit to the brand’s ideal target consumer profile.

The enhanced insight also helped inform the media strategy that supported the promotion. By going beyond conversion efficiency, and understanding how effectively each media source drove ideal target consumers to participate in the promotion, we were able to make media optimization recommendations for future promotions.

Finally, PrizeLogic Consumer Insights revealed that program participants over-indexed in technology and sports interests, which can be leveraged to optimize prizing strategies for future brand engagements.