Tesco-owned data giant Dunnhumby has entered a new arrangement with Twitter.
The two companies are to use anonymous sales data from Tesco’s Clubcard in a bid to drive up fmcg advertising on Twitter.
They said it would allow brands to quantify the impact of their investment on Twitter, which it claimed was a “huge step forward” in the measurement of online advertising.
Dunnhumby stressed the supermarket sales data could not be attributed to an individual user or household.
By using the Dunnhumby Sales Impact figures, fmcg brands could identify the key drivers of sales uplift in a Twitter campaign, based on factors such as frequency, targeting or ad type, it claimed.
It said marketers would be able to more accurately measure the effectiveness of campaigns across millions of UK households, and specifically whether they drove in-store and online sales.
“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,” said Twitter UK MD Dara Nsar. “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.”
“We’re delighted to be partnering with Twitter to expand our Sales Impact solution,” added Karyn Mukerjee, director of data innovation and partnerships at Dunnhumby.
“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.”
The partnership with Twitter follows another tie-up with Facebook.
In March, a report by Dunnhumby and Facebook claimed brands running advertising campaigns on Facebook benefit from a sales boost both in online sales and to an even bigger degree in store.
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