Leading advisor on the complexities of consumer behaviour, Circana, has introduced ProScores, its consumer targeting solution for businesses undertaking digital advertising campaigns in Australia.

ProScores enables businesses to target and reach consumers with a higher propensity to buy their products by achieving greater precision in marketing execution, eliminating inefficient spray and pray media spend.

Circana head of product and solutions for Asia Pacific, Alistair Leathwood (pictured) said, “Our Circana ProScores solution has been in operation in other countries with great success for a number of years helping businesses to increase their ROI by improving the effectiveness of their media activity. Brands have experienced a sales uplift of three to four times compared to other audience targeting tactics by incorporating ProScores into their media campaigns.

“We have partnered with leading industry providers and are supported by reputable media platforms that are able to reach most consumers across Australia directly in an efficient, rapid and scalable way.

“Brands invest heavily in creative and innovative marketing campaigns and they need to know that when they launch them, their campaigns are going to target and reach shoppers with the greatest propensity to buy their products.  ProScores gives them this ability.”

Circana ProScores is built on a range of detailed and complex factors identifying consumers most likely to purchase a brand’s products. These unique audiences are packaged up and available for activation via several publishers and DSPs.

“The impending cookie-less world means that brands need to find new ways to target consumers and our ProScores solution is the best method to overcome the obstacle while respecting privacy changes. Fundamentally, ProScores targets people, not browsers,” Leathwood said.

“Pre-optimising campaigns based on past consumer purchase behaviour, which has proven to be a strong predictor of future behaviour, can lead to significant improvement in campaign performance. Targeting audiences that are most likely to buy a specific product based on past behaviour can help marketers identify the highest sales opportunities, increase brand penetration, and reduce wasted ad spend.”