Ear­li­er this week, I high­light­ed an Adver­tis­ing Age arti­cle about the shift in the CPG indus­try as mar­keters move resources from tra­di­tion­al to dig­i­tal ad cam­paigns. Anoth­er study, this one is from Catali­na, sug­gests that a move to gen­er­al dig­i­tal isn’t cost effi­cient for most large food mar­keters. Catalina’s research shows that mar­keters are bet­ter served by per­son­al­iz­ing their pro­mo­tions based on ‘buy­er­graph­ics’.