10 Questions Advertisers Must Ask When Evaluating CPG Purchase Data

1. Which CPG retailers does the data provider currently receive data from?

NCS’ data comes from leading retailers across the entirety of the continental United States, eliminating the inherent biases that result from data that is concentrated in specific regions.

2. Is that data available for targeting and measurement with no usage restrictions?

There are many data vendors who contract their data in a manner that limits its use, fortunately NCS has the right to use its data with unlimited restrictions for CPG advertisers.

3. Which retailers does the data provider expect will continue to be available going forward in the next 24 months?

Retailer data is transient; retailers may go out of business or change their customer relationship management strategy. Although it’s difficult to predict retailer behavior, NCS strives to be up-to-date on included retailers’ plans regarding future expansion (or contraction) of data partners.

4. Does the data provider have the right to commingle data across retailers?

Consumers buy like-products across multiple retailers. A household may buy cold and flu medicine regularly at a club retailer, but also make spontaneous purchases at a drug store. Commingling consumer purchase data across retailers is crucial for eliminating biases in CPG retail sales data. Without the ability to commingle, the data is only as strong as the individual retailer’s reach and coverage. NCS commingles its’ retailer data, which parlays the insights of each set and produces a vivid picture of consumer behavior.

5. Does the data provider use UPC-level data?

Not all entities have granular UPC-level data. Many rely on coarser brand definitions, such as SKU-level detail. Even with SKU-level data, some brand attributes, such as color, flavor, size, etc. are likely lost. NCS uses UPC-level data in which all product attributes are captured. In order to target specific brand variations, UPC-level detail is critical to ensure precise definitions. For example: Crest with Scope, Crest Pro-Health, Crest for Sensitive Gums.

6. Can the data provider report on the contribution of each channel?

Since CPG products are sold across a variety of different retailers (grocery, drug, club, convenience), it’s important for advertisers to be able to grasp each retail channel’s contribution to sales. NCS is able to project sales contributions from all CPG retail outlets.

7. Does the data provider have direct access and integration on a household level with nationally representative panel data to balance skewing from FSD data?

CPG purchases are a household decision (meaning that if one member purchases milk on Monday, the rest of the household will typically hold off on purchasing until the milk is gone). Since CPG purchases are made across many outlets, NCS believes that it is crucial to have all-outlet panel data from which to balance biases present in single-outlet datasets.

8. How many CPG campaign studies has the data provider executed?

Experience is a must. NCS has executed 1400+ CPG campaign studies, and as a result has the most robust set of normative data in the CPG industry from which to set benchmarks and KPIs.

9. Will CPG experts be available to advertisers through data provider?

CPG advertisers prefer to work with data experts who understand the nuances of their industry, because that knowledge provides a great advantage. At NCS, we’re hyper-focused on the CPG industry, and make our experts available to all of our clients.

10. What capabilities does the data provider have to activate and measure the same campaign in other media beyond digital (TV/Print/Mobile etc.) for a given advertiser?

NCS can serve as a one-stop shop for all advertising needs, aiming to define a buyer segment once and activate it across any media platform: TV, Digital, Mobile, Print, or Radio.