Seamlessly Connect CPG Audience Intelligence to Outcomes
Becausal, the leader in causal AI-based CPG and retailer audience intelligence, today announced the launch of its Always-On Sales Lift Measurement Module, powered by ABCS Insights, a leading ad effectiveness analytics company.
As brands demand greater accountability for every advertising dollar, the new module closes the gap between audience targeting and provable business outcomes. It enables CPG brands and their agencies to continuously measure incremental sales lift and campaign performance tied directly to Becausal-powered audiences, bringing transparency and accountability to audience-led advertising strategies. Incrementality isolates the true causal impact of media exposure rather than relying on correlation-based reporting, providing a clearer understanding of what actually drove sales.
ABCS Insights delivers full-funnel measurement across CPG categories, including the ability to measure the incremental and total sales impact at the product, brand, retailer, and audience level. Through this newly formed partnership, marketers can clearly understand not only who they reached, but which audiences actually drove incremental business outcomes.
“By pairing transparent, product-level purchase data with ABCS Insights’ rigorous incremental measurement, we’re giving brands clarity on not just who they reached, but an understanding of the campaign levers that drove sales performance,” said Chuck Ennis, Chief Commercial Officer of Becausal. “We selected ABCS as our first CPG measurement partner to set a new benchmark for accountability so that marketers can invest with confidence.”
“Great audience strategy only matters if you can prove it drove real outcomes,” said Andy Haversack, Vice President of Client Partnerships and Business Development at ABCS Insights. “By pairing Becausal’s advanced audiences with our incremental sales measurement, brands can finally connect audience intent to business impact and ensure their campaigns are driving incremental impact, in the age of the outcomes era.”
ABCS Insights’ sales effect measurement is available within the Becausal CPG Data Store, the company’s self-serve platform that enables brands, agencies, and retailers to activate transparent, scaled CPG purchase data across more than 800,000 products and 8,000 brands. ABCS Insights leverages its proprietary panel of 40 million households, including 23 million U.S. households, to measure sales lift for CPG across buyer segments and retail environments, while also quantifying competitive-share shifts, especially for challenger brands.
Within the Becausal platform, users can seamlessly activate audiences across leading platforms, including LiveRamp, The Trade Desk, Meta, and Google Ads.
The integration of Becausal’s audience intelligence with ABCS Insights’ measurement delivers an always-on, outcomes-driven solution that helps brands continuously optimize audience strategies and improve incrementality. By reducing fragmentation across activation and measurement, marketers gain a more unified approach to plan, execute, and prove performance.
Becausal is wholly committed to data provenance and adhering to the most stringent global privacy regulations as an active member of the IAB Diligence Platform, powered by SafeGuard Privacy.
