Christine Foster, group vice president of commercial strategy and operations at Kroger Precision Marketing, talks about the benefits of grocery data, helping brands see all the way through the marketing funnel, and the scale of its loyalty data set. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com<br>for information about our collection and use of personal data for<br>advertising.

Kroger's Christine Foster says more brands are applying retail data to CTV campaigns

The Big Impression

# Full Transcript

**Podcast:** The Big Impression

## Transcript

I'm Damian Fowler and I'm Ilyse Liffreing and welcome to The Big Impression. This week we're talking about something marketers love and sometimes struggle with, data. We're joined by Christine Foster, Group Vice President of Commercial Strategy and Operations from Kroger Precision Marketing. Kroger knows what people actually put in their carts, which is a lot more useful than what they say they might buy. The question is what do you do with that?

So today we're digging into how brands can turn shopper data into smarter media, better creative and real results. You have visibility into real purchase behavior at scale. How does that change the way you advise brands on creative messaging and timing? And is there maybe perhaps an example that you can point to? Yeah, brands are doing business right now in a rapidly changing consumer behavioral set.

They are kind of up against thinking through how is that behavior changing and what do we do about it in real time? You know, things go viral in an instant and it can change how people shop. And so brands really need data signals that they can trust. And to your exact point, not just say what they are going to buy, but actually did they buy and how many. We have a saying, if you know the cart, you know the heart.

The special thing about grocery data is that you are getting this visibility into purchase signals over rapidly, right? You're getting it over a time horizon. You are looking at things that are purchased across categories. Much of our carts are 15 plus items or more.

That is a lot of data and a lot of behavioral signals for a brand to be using and making decisions off of. These signals, we really believe, are really crucial for ad campaigns and being able to meet the audiences as their tastes, literally their tastes change, and as their lifestyle is changing. And I think that more than ever is how brands win.

If you understand the things that you should be taking a key moment and moving towards it with an ad campaign, you're going to win the hearts and minds of consumers more fully than your competitors. And so this data is super powerful in enabling advertisers to do that. How are brands, you talk about precision, how are brands leaning into the precision that you can offer? Yeah, that's a great question.

Well, our data has, like I said, a variety of different kind of behavioral views that you can cut, you know, splice and dice and use for more precision targeting. Think about things like a lifestyle change in a consumer and maybe they are thinking differently about what they are buying more fresh products, right?

Those kinds of signals are really powerful and enable in a completely privacy-centric way, right? That's just buckets of audience data that allows you to get more granular into where is this audience going? How are they thinking about potential of your product? Where is their opportunity for you to intersect and kin...

Kroger's Christine Foster says more brands are applying retail data to CTV campaigns

Transcript

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Every day you wait, your competitors are finding
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Kroger's Christine Foster says more brands are applying retail data to CTV campaigns

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.