Facebook and Dunnhumby partner to quantify FMCG digital marketing spend
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Facebook and Dunnhumby have recently announced a partnership to launch the new Dunnhumby ‘Sales Impact tool’ – a method of measuring the returns of digital marketing investments with Facebook.
The tool will allow FMCG brands to analyse important factors such as how different audiences are responding to certain adverts and what the ideal frequency of adverts shown to certain audiences should be.
Alex North, Head of Marketing Science R&D for Facebook, recently described the partnership to Marketing Magazine as being able to look at “the anonymized dataset and run a sales-impact analysis of those who have seen the ad against a control group which hasn’t, but is similar in nature."
Facebook will draw on data provided by their 37 million UK monthly users and Dunnhumby will use anonymized data gathered from 17 million UK shoppers, via a third party, Acxiom, to track the results of the Facebook campaigns that brands have run.
The two sources of data will then be cross-referenced in order to show whether those who viewed the online campaign went on to buy the product either in-store or online. Dunnhumby have also announced that there will be “additional modelling” in order to account for the entire UK grocery retail market.
Trials were carried out with ten different brands across eight FMCG companies and, according to Facebook, a “statistically significant sales uplift” was recorded for 60% of these trials.
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