NEWS23 August 2011

TRA taps Kroger data for ROI analytics platform

Data analytics North America

US— TRA is bulking up the data assets underpinning its Media TRAnalytics platform through a partnership with DunnhumbyUSA, which collects and analyses loyalty card data for the retailer Kroger.

Media TRAnalytics compares consumer purchase data to TV viewing habits to work out the return on investment of advertising campaigns. It sources TV set-top box data from more than two million households and purchase information from 60 million homes.

TRA chief Mark Lieberman (pictured) said the partnership with DunnhumbyUSA would help media buyers and sellers “move away from reliance on traditional panel-based demographics to deliver more effective media plans, measurement and custom analytical capabilities”.

The company is currently locked in a patent dispute with one its investors, WPP’s Kantar Group, over similarities between Media TRAnalytics and Kantar’s own RapidView service.