dunnhumby and Twitter partner to measure marketing effectiveness

LONDON, UK – dunnhumby and Twitter are today announcing a partnership to help FMCG brands in the UK quantify how their investment in Twitter’s targeted advertising impacts on sales.

This builds on dunnhumby’s digital media measurement capability across a range of channels and represents another huge step-forward in advancing marketing measurement techniques.

By anonymously linking Tesco’s active ClubCard users to Twitter’s active UK users we are able to see the effect of ad exposure on actual sales. The datasets are anonymously matched according to industry best practice via a safe haven provided by a third party. Thanks to this safe haven, the data used cannot be attributed to an individual user or household.

By using the dunnhumby Sales Impact solution, FMCG brands can identify the key drivers of uplift in a Twitter campaign based on a number of dimensions such as: frequency, targeting or ad type and it also provides insight into what shopper behaviour is driving uplift for example, customers purchasing a product more frequently.

Marketers can more accurately measure the effectiveness of campaigns across millions of UK households, and specifically whether they drove in-store and online sales.  By doing this, they can optimise their investment for what drives sales, helping them to increase the relevance of the advertising that is served to consumers.

"This fantastic partnership with dunnhumby allows our advertisers a much greater understanding of the fantastic reach, influence, and of course actions, that result from working with Twitter. Clients are rightly demanding greater clarity around their spend and I'm proud that at Twitter we're leading the industry on a number of fronts." Dara Nasr, Managing Director, Twitter UK

"We’re delighted to be partnering with Twitter to expand our Sales Impact solution. Brands need this kind of insight to optimise ad spend and to understand what works best for customers.  We look forward to working with brands to really understand the impact of their Twitter campaigns" Karyn Mukerjee, Director Data innovation & Partnerships, dunnhumby. 

About dunnhumby Ltd. - Pioneering customer science results for retailers and brands

A world-leader in customer science, dunnhumby has pioneered the use of big data to drive growth for retailers and brands since 1989. With 55 offices in 29 countries, dunnhumby’s strategic process, proprietary insights and multichannel media capabilities deliver competitive advantage for clients including Coca-Cola, Homeplus, L’Oreal, Monoprix, Procter & Gamble, Raia Drogasil, Raley’s, Shoprite and Tesco. Applying insights from 800 million shoppers globally, with specialisms in customer knowledge, customer engagement, pricing & promotions, category management and supplier collaboration – dunnhumby optimises retailer data investment, develops internal expertise and creates tailored solutions that build margin, sales & profit in all competitive environments.