dunnhumby is working with Facebook to help FMCG brands in the UK to quantify how their investment on Facebook translates into real value. Using its Sales Impact solution, dunnhumby will enable FMCG brands to more accurately measure the effectiveness of campaigns on Facebook across millions of households, and specifically whether they drove in-store and online sales. The service will also help brands to answer more nuanced questions such as how different types of audiences respond to certain ads.
To enable the dunnhumby and Facebook datasets to be matched while respecting data privacy, Acxiom has developed a safe haven to enable anonymised matching and analytics. Eight FMCG companies have been involved in pilot testing the solution to date.
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