Nepa Partners with Snapchat for Ad Impact Measure

Stockholm-based brand tracking researcher Nepa has added information from Snapchat to its Consumer Science Platform, to help determine the impact of marketing investments on sales and brand.

Nepa builds online panels for quant surveys through its ActionHub platform, and combines surveys with behavioural and business data to offer a rounded picture to clients. It also conducts online qual, combining it with technologies that collect real-time data at the moment of purchase, consumption or viewing to understand the customer experience.

Through the partnership with multimedia messaging app Snapchat's parent company Snap Inc, Nepa will be able to access customized on-demand access to data streams in order to monitor the impact of Snap ads at the market-level. The deal means that Nepa now has the ability to integrate granular product-level metrics such as the usage of filters, lens and Snapcodes into MMM (marketing mix modelling) projects. Snap will also provide resources and training sessions to help Nepa's consumer scientists understand its product and data sets. Robert Beatus, Nepa Head of Research & Development, says the partnership will aim to decode how interactions between brands and users on Snapchat fit into the overall marketing modelling mix.

Nepa MMM Product Lead Daniela Lueth adds: 'This partnership goes beyond data-sharing and will attempt to help identify insights, best practices and produce research showing how to leverage Snap-specific learnings into media plans. As part of an organizational focus on MMM priorities, Nepa will utilize Snap data to help our clients optimize investment for both long-term brand and short-term sales effects'.

Web site: www.nepa.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.