Consumer Link, which reaches 90% of American households, provides marketers with a 360-degree perspective of consumers to inform their programmatic planning, activation, and measurement tactics.

CPG marketers will have a difficult time locating and interacting with their ideal customers in 2023. Consumer Link, a new consumer intelligence solution from global programmatic media partner MiQ, was unveiled to assist CPG businesses in navigating a fragmented programmatic ecosystem without sacrificing audience insights and personalisation.

As a result of Consumer Link’s integration of permissioned transaction, media consumption, geo-contextual, and behavioural data into a future-proofed data spine, marketers can now design campaigns that are more tailored to the needs of each stage of the buying process. Consumer Link provides marketers with a priceless 360-degree picture of consumers for more thoughtful planning, activation, and measurement of programmatic programmes. Consumer Link reaches 90% of US households across the open and closed web.

For increased trust in marketing ROI, Consumer Link streamlines a complicated programmatic environment into a single access point and generates both CPG-brand and shopper marketing-level campaign results.

“Shopper data has become increasingly complex – fragmented across platforms as a result of retail media networks, inaccessible behind walled gardens, and challenged by privacy considerations”, “In spite of this, the pressure for CPG marketers to identify and understand their shoppers – both online and in-store, maximize every dollar spent in reaching them, and prove bottom-line impact – has reached critical mass. No matter what shopper segment marketers are after, finding them is increasingly dependent on smart, strategic combinations of screens, data, and creative – and that’s exactly where Consumer Link comes in.”

Erin Madorsky, U.S. Chief Strategy Officer, MiQ

Customers’ authorised transaction data, MiQ’s best-in-class TV intelligence, retailer-level data, and the almost 100 additional data feeds already included in MiQ’s Hub campaign planning interface enable Consumer Link. Marketers can reach, influence, and drive transactions at any geographic level, whether online or in-store, with the help of a single platform that combines their TV, out-of-home, online, and offline campaigns.

These detailed data offer information on:

• Shopper TV Intelligence: Enables marketers to comprehend the TV viewing patterns of their current customers or those of their rivals to design CTV campaigns more effectively.
• Shopper Intelligence: MiQ’s shopping intelligence gives marketers the ability to comprehend clients on a detailed level and tailor messages to each client’s particular relationship with the brand.
• Improve e-commerce and in-store activations with merchant intelligence, and track store-level success to understand exactly where to direct customers.
• MiQ’s partner-agnostic strategy ensures that marketers can launch omnichannel campaigns that are optimised for any commerce-oriented result by delivering more data, more platforms, more channels, and more inventory than any single-solution partner.

MiQ will host a panel discussion with marketing and data professionals from Roundel, Mindshare, Publicis, and iBotta on May 11 at 2 p.m. EDT to talk about the difficulties CPG marketers face today and how a product like Consumer Link enables smarter, more efficient advertising. The panel will feature Andy Haversack, Senior Director, data partnerships at iBotta, Kristen Corbisiero, Global Strategy Partner, Director, Mindshare, Chelsea Mohs, Director, performance and insights, Publicis Commerce’s Katie Pretti, Vice President of Commercial Media, and Mindshare’s Kristen Corbisiero.

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