Woolworths owned retail media business Cartology, has launched a new planning tool aimed at optimising data-led retail media planning.

The tool was developed following an analysis of over 2,900 campaigns and more than 40,000 aggregated data points. It uses customer insights such as market position, brand and category sales, channel penetration, and media mix understanding to recommend media solutions for brands based on their campaign and communications objectives.

"The planning tool has been strategically developed to enable our teams to meet client needs at pace based on data analysis of previous campaigns and an understanding of the role of media in driving outcomes. Through this, we overlay years of learnings and deep insight to provide science behind media mix decisions in Retail Media and eliminate complexity," said Ebonie Newman, Cartology Head of Product Solutions and Channel Planning.

The tool is expected to enable more effective data-informed campaign recommendations across Cartology’s full omnichannel ecosystem. This launch is part of Cartology's commitment to delivering Retail Media effectiveness for brands.

"By aggregating a wealth of data sources and campaign learnings, we’ve industrialised something that is typically manual to enable more effective campaign decisions, at scale," Newman added.

The highest impact campaigns run by Cartology are omnichannel and planned end to end. They start with clear objectives and are informed by deep insight that shapes the optimal channel mix. These combined factors drive impactful brand results and Retail Media effectiveness.

"The highest impact campaigns we’ve run are omnichannel and planned end to end. They start with clear objectives, and are informed by deep insight that shapes the optimal channel mix. These ingredients combined drive impactful brand results and Retail Media effectiveness," Newman explained.