Catalina Taps IBM Analytics to Aid in Digital Transformation

ARMONK, N.Y., Dec. 17, 2018

Catalina, the pioneer of personalized digital marketing, has been helping consumer packaged goods (CPG) brands and retailers turn shoppers into buyers with targeted marketing solutions driven by data analytics since 1983. The company is embarking on comprehensive digital transformation to enable retailers and brands to seamlessly connect with consumers regardless of their location, whether in-store, online or via their mobile devices, anytime and anywhere.

A key piece of the transformation is the IBM IIAS, a unified data system designed to give users fast, easy access to advanced data science capabilities, as well as the ability to work with data across hybrid multiclouds, which are a mix of public and private cloud environments, as well as traditional on-premises IT. The high-performance system comes with a variety of data science tools built-in, and because it is based on the IBM common SQL engine, clients can use the system to easily move workloads from on-premises to cloud environments to begin automating their businesses with machine learning.

"Catalina sits squarely at the intersection of marketing, technology and analytics," said Wes Chaar, Chief Data and Analytics Officer at Catalina. "As part of our broader data science strategic initiative, Catalina is leveraging IBM's technology to power more meaningful outcomes from Catalina's analytics solutions, from personalization and consumer choice modeling, to revenue management and multi touch attribution – all to perform at optimum levels. The solutions we are building are critical for our customers because they optimize media and promotional offerings for every single consumer, and enable seamless, integrated user experiences that drive results."

Catalina partners with more than 10,000 of the world's leading CPG brands across every major category to deliver meaningful value for shoppers anytime, anywhere. The company's personalized digital media networks and shopper intelligence insights lead to more effective consumer engagements.

As retailers and brands continue to invest in insights-driven marketing programs – to help them do everything from engage the right shoppers and increase sales lift and loyalty, to drive both visits and "basket" sizes – data science is at the core of Catalina.