Facebook and Dunnhumby UK have partnered to create a joint sales-impact dataset that promises to offer brand-marketers a way to monitor a campaign’s effect on sales, both online and offline.
The data has been compiled by Facebook, matching its 37-million-strong dataset with Dunnhumby’s database of 17 million UK shoppers, via a third party, Acxiom, reports MarketingMagazine.co.uk.
Facebook’s data includes information on which users have seen brand ads, while Dunnhumby’s offers data from Tesco sales. This means that the two companies can determine whether a set of users that saw a brand campaign went on to buy the product.
The data from all parties is both encrypted and anonymised, so there is no way to identify individuals. This also means that, since the information doesn’t entail targeting customers, neither Facebook nor Tesco Clubcard members can opt out.
The head of media strategy at Dunnhumby, Adam Smith, told MarketingMagazine.co.uk, "It’s really the first time these two datasets have been able to come together. It’s an exciting time, and a tipping point in media measurement."
The new sales-impact tool is now available to all of Facebook’s FMCG clients, however, it is not yet clear how much marketers will be charged to use it.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.
