No cookies, no problem for Heineken [Video]

The slow demise of the cookie was supposed to be bad news for measuring direct response and performance campaigns. Yet there is now light at the end of the tunnel. Exciting new solutions are emerging, combining cutting-edge technology with established, tried and tested techniques.

The Heineken Company ran a campaign earlier this year, in partnership with us at Nano and Circana, that combined intent targeting with point-of-sale data. The result? An ROI that was 43% above its target.

At the time, Heineken’s programmatic lead Dan Glynn noted: “By using combined intent personas and point-of-sale data, we’ve been able to measure ROI without the reliance of cookies, IDs or other people-based tracking methods. This has been an important takeaway for future campaigns across the Heineken brand.” 

This has proved to be the case, and the new approach was further established in a follow-up campaign for Foster’s Shandy. Glynn stated “With this being a new product launch exclusively off-trade, it …