case study / Consumer Packaged Goods

Powering CRM & Acquisition: How a Global Consumer Goods Leader Built 20M Transaction-Linked Lookalike Records with Stirista

A leading global consumer goods company, known for its household hygiene, health, and nutrition products, aimed to strengthen its customer acquisition and CRM strategy.

Million Unique Household IDs Generated In 4 Months Using VIG Pixel

Enriched Records Expanded Using APT and Lookalike Modeling

Objective

With Oracle exiting the transaction category-level data space, the consumer goods company needed a new data solution to sustain its marketing efforts. Leveraging Stirista’s data expertise in audience intelligence, ID resolution, and targeted digital strategies, they enhanced their CRM approach, improved customer acquisition, and set the stage for continued marketing innovation.

Solutions

The client provided 6 million emails and asked if we could create a usable audience for their efforts. We developed a strategy combining data, ID resolution, and the VIG pixel, implementing a two-step project approach to generate a unique data set that would support their GCP efforts.

Project 1: We built a CRM database using sweepstakes-based emails collected as 1st-party data, associating them with actual households through ID resolution and applying specific transaction categories. Of the 6 million emails, we successfully matched 2 million, applying transactional overlays to refine the dataset. Using APT and lookalike modeling, we expanded the audience to over 20 million records—each enriched with transactional details—to fuel their CRM and marketing efforts.

Project 2: The VIG pixel was applied to three core products for ID resolution, generating 1 million unique household IDs over 4 months. These were segmented by product interest overlap, visit frequency, and visit count. This true 1st-party data was then enriched with embedded transactional details from the core database, driving Project 1. The enhanced dataset was used to create overlays for the CRM, enabling deeper analysis and audience expansion. The identified and expanded audience segments were then strategically pushed to Meta for targeted social campaigns on Facebook and Instagram, further refining the market.

Results

We developed a segmented database with 20 million records, linked to specific transactions across 15 IAB categories, creating a targeted list for CPD and email acquisition. This data pool, representing households with interest and purchase history in three core products, has the potential to expand to over 18 product sets. Additionally, we placed our VIG tag on their site, identifying 1 million unique households who searched for these three products. This allows us to refine the lookalike model and push the records and LAL segments to Meta. We have also begun utilizing these insights to create a GCP sandbox, serving as both an incubation and data delivery tool to support ongoing analysis, enhancement, and CRM integration. While still in the early stages, this initiative highlights Stirista’s commitment to forward-thinking strategies and fostering strategic partnerships.