NEWS5 April 2016

Facebook and Dunnhumby sign deal to track impact of ads on FMCG sales

Data analytics FMCG Innovations Media News UK

UK — Facebook has signed a deal with Dunnhumby enabling FMCG brands to track how ads run on its platform affect offline sales. 

Shopping trolley

According to a story on The Drum, the latest solution - 'Sales Impact’ – combines Tesco-owned Dunnhumby’s bank of around 17m UK shoppers with Facebook’s 7m monthly active UK users in a third party ‘safe haven’ that allows analysis of how the ads online affect offline sales. 

The analysis involves serving ads to one group of Facebook users but not to another, then observing and comparing the impact on sales during the campaign and up to eight weeks afterwards.

It is intended to offer a census-level measure of what’s working on clients' campaigns, as well as insight into how different types of audiences respond to certain ads, how differing creative or ad products perform, and what the ideal frequency is to show ads to certain audiences. 

The approach will initially only be available to Facebook advertisers, but extensions to other Facebook-owned platforms, including Instagram, are planned for the future. Dunnhumby will include additional modelling as part of the methodology to provide a view of campaign impact across all grocery retailers, not just Tesco.