Circana Audiences Media Campaign Optimization Guide

This guide outlines Circana Audiences, which utilizes purchase-based targeting to enhance media campaign effectiveness. It describes two primary audience types: Circana ProScores, which model potential buyers based on propensity scores, and Circana Verified, which targets known buyers. The document details how these audiences can be leveraged to achieve various marketing objectives, such as expanding reach to households likely to purchase, defending loyal customers, and re-engaging lapsed buyers. Additionally, it presents segmentation examples, showcasing over 4,000 ready-to-activate segments tailored for different marketing strategies. The guide includes case studies demonstrating the effectiveness of Circana Audiences in maximizing return on ad spend (ROAS) and driving sales lift. It emphasizes the importance of precision and scale in audience targeting, supported by extensive consumer purchase data. The document serves as a resource for marketers seeking to optimize their media strategies and improve campaign outcomes through data-driven audience insights.