Media Insights & Audiences
Turn customer insights into high-intent audiences
Retailers own huge amounts of data – data that should be used to help suppliers to improve the effectiveness of their retail media campaigns. But when insights live in dashboards and audiences are built around the constraints of a channel rather than customer needs, brands can find it difficult to understand who they should target, when to reach them, and what might change as a result.
Ineffective use of data can result in:
Campaign plans can look comprehensive but miss high-intent shoppers
Brand spend can end up directed towards low-propensity audiences
Performance becomes difficult to explain, prove, and optimise
Confidence suffers and investment slows
dunnhumby turns customer data into actionable insights and high-intent audiences built around real shopping behaviours. Insights reveal what customers are doing, why they’re doing it, and when they’re most likely to act. That intelligence is then translated into highly effective audience segments that can be activated consistently across multiple channels.
Identify opportunities to impact business growth based on behavioural drivers, purchase patterns, and changes over time
Build predictive audiences based on their likelihood to buy, switch, or respond to ads
Define audiences, determine the appropriate channels and activate where they are
Continuously refine using performance and behavioural insight data
Make every audience more precise and effective
Turn customer insights into smart targeting decisions that reduce waste, improve relevance, and give brands confidence in how and where they invest
Driving growth with targeted audiences
When a new ice cream brand launched in the UK, it wanted a better understanding of who to target and how. dunnhumby helped it identify high-potential audiences, connect activations across channels, and focus the brand’s spend where it would deliver the greatest impact.
17% of total brand sales generated through launch
66% of customers new or lapsed in the category
95 million impressions delivered
Thought leadership
Contact us
Get in touch and discover how we can help you succeed by putting your customers first.