Cartology, the retail media unit of Woolworths, has rolled out a campaign planning tool.
The too is designed with five years of campaign learnings, an analysis of more than 2,900 campaigns and over 40,000 aggregated data points to deliver tailored, best in class campaign solutions.
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.
Cartology's head of product solutions and channel planning, Ebonie Newman, said the planning tool has been strategically developed to enable 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.," she said.
“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.
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