Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.

1. HowRetailDataScienceTakestheCakeina
Post-CookieWorld

2. 1inEvery2U.S.HouseholdsareKroger
Shoppers
60 MMHouseholds shopping 2800 locations in35States
2
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3. 3
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30M
MonthlyeCommerce Visitors
11M
Daily Customers
Top 10
eCommerce Retailer
#4
Fastest growing ecommerce
retailer

4. OurDifference:ValueExchangeinCustomerRelationships
Opt-InMembership
Krogerloyaltyprogram captures
96%ofsales
Savings & Rewards
Shoppersearnfuelpoints and
personalized offers
4
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5. Our longitudinal view
of purchases over time
paint a more complete
picture
Consumerpreferencesshouldn’tbedefinedbyasinglepurchase
Shoppers whoareparents thatmeal-plan
weekly.
Shoppers whoareprice sensitive
Shoppers whocurrently orpreviously engaged with your
brand.
Shoppers whoarecurrently shopping inyour category
butnotyourbrand.
Shoppers whopurchase products related toa
specific diet.
Shoppers whoareconvenience-minded orhealth
focused.
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6. Kroger’sTargetingTakes
the LongView
Thousandsofvariables aretrackedand
analyzedfrompetabytesofKroger’s
historical firstpartydata–refreshed
weekly
Engagement
Purchase
History
Household
Shopping
Behavior
Brand
Buyers
Coupon
Downloads
Category
Buyers
Clicks/
Views
Complementary
Buyers
Location
Basket
Size
HH
Size
Shopping
Frequency
Demographics
Basket Value
Email Opens
1.DataCollection andAnalysis
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7. 7
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Clicks/
Views
HH
Size
Brand
Buyers
Coupon
Downloads
Category
Buyers
Complementary
Buyers
Location
Basket
Size
Shopping
Frequency
Demographics
Basket
Value
Email Opens
2.PerformanceContributionScoring
Machinelearning
uncoversperformance
insights
Eachcombination ofvariables isscored for
performance contribution

8. 8
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Engagement
Purchase
History
Household
Shopping
Behavior
Brand
Buyers
Coupon
Downloads
Category
Buyers
Clicks/
Views
Complementary
Buyers
Location
Basket
Size
HH
Size
Shopping
Frequency
Demographics
Basket Value
Email Opens
Optimal
Audience
3.OptimalAudienceRecommendation
The mostrelevant
audience to meetyour
objective
Werecommend acustomized audience
basedoneach campaign objective, timing
andbudget

9. Measurable business outcomes on
everycampaign:
• Sales lift
• Newbuyers
• Household penetration
• ROAS
• Shareshift
• Lifetime value
9

10. Retail data-science takes the cake
P R E C I S I O N T A R G E T I N G O U T P E R F O R M S T H I R D - P A R T Y
T A R G E T I N G I N A / B C O M P A R I S O N D I S P L A Y T E S T
A specialty brand wanted to
compare KPM’s first-party
targeting science to standard
3rd party targeting from a
programmatic provider.
BACKGROUND THE TEST RESULTS
Compared to the National
Campaign, Kroger Precision
Marketing campaign had
narrower reach and a higher
CPM.
Less Impressions
Less HHs
23x
4.1x
Higher AROAS
6.5x
More Attributable Sales/HH
7.3x
But Kroger Precision
Marketing significantly
outperformed the National
campaign in sales performance
and return on ad spend
Third Party
First Party

11. We’reraisingthe
expectationsforretail
media
WatchforKrogerPrecision Marketingto
unveil new waysforbrandsandagencies to
activateourdatascience.
Tocombatfraudulentandinvalid
trafficinthedigitalsupplychain
Tocombatad-supported piracyin
thedigitaladvertisingsupply
chain
Tocombatmalwareinthe
digitaladvertisingsupply
chain
Toprotectabrandsafe
environmentinthesupplychain

12. JOIN OVER 1300 BRANDS
USING KROGER PRECISION
MARKETING
KPMinfo@8451.com