Nearly half of those who clicked on the Quotient promotion campaign redeemed multiple offers. That’s a big step for Aveeno, because the brand estimates only 10% of customers currently buy multiple products in its portfolio, Price said.
Aveeno validated the campaigns with Quotient in part by measuring household penetration with Nielsen and running lift tests with retail data company Catalina, Price said. But Quotient also brings an important new stream of data, since Catalina, IRI and other store transaction data companies exclude top retail chains that have proprietary data platforms, such as Walmart and Target.
Quotient buys inventory with retail advertising platforms operated by major chains like Walmart, Target and Albertsons that allow brands carried in stores to target known shoppers.
Coupon redemptions represent the majority of Quotient’s business, but COO Chad Summe said media sales “are on a trajectory to take it over.”
In its most recent earnings report as a publicly traded company, Quotient’s coupon promotion and online advertising businesses earned $63.3 million and $40.3 million, respectively. But the media revenue is growing nearly 70% year over year, compared to 17% growth for its coupons.
“Much of what we’re doing with CPGs is trying to break down the silos that have historically defined how they operate in either promotions, media or data,” Summe said. “What we see is a convergence toward conversion-based marketing.”