Dunnhumby and Twitter partner to measure ad effectiveness

Tesco’s active ClubCard users will be anonymously linked to Twitter’s active UK users to see the effect of ad exposure on actual sales. The company said datasets are anonymously matched according to industry best practice via a safe haven provided by a third party so the data used cannot be attributed to an individual user or household.

With dunnhumby’s Sales Impact solution, FMCG brands can identify the key factors behind uplift in a Twitter campaign based on frequency, targeting or ad type among other things. It also gives insight into what shopper behaviour is driving uplift for example, customers purchasing a product more frequently.

Dunnhumby made a similar agreement to measure ad impact with Facebook in April last year.

Dara Nsar, managing director, Twitter UK, said: "This partnership with dunnhumby allows our advertisers a much greater understanding of the reach, influence, and of course actions, that result from working with Twitter. Clients are rightly demanding greater clarity around their spend and at Twitter we're leading the industry on a number of fronts."

Karyn Mukerjee, director data innovation & partnerships, dunnhumby, said: "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."