Twitter and dunnhumby Link for Ad Targeting Measure

Twitter has partnered with Tesco data firm dunnhumby, to help FMCG brands quantify how their investment in its targeted advertising impacts on sales.

Last year, Facebook teamed up with dunnhumby to tie ads on the social media network in with off-line sales. Now, by linking Tesco Clubcard 'Sales Impact' data anonymously to Twitter's UK-based users, the social media firm claims it can analyse the effect of exposure on actual sales, and identify the drivers of uplift in a Twitter campaign based on frequency, targeting, and the type of ad.

The firms say the datasets are matched according to industry best practice via a safe haven provided by a third party. This gives FMCG brands an aggregated measurement report that will not contain any data attributable to an individual user or household.

Karyn Mukerjee, dunnhumby's Director Data innovation & Partnerships, says brands can now get a much improved understanding of the impact of their Twitter campaigns. Dara Nsar, Twitter's UK MD, adds: 'This fantastic partnership with dunnhumby allows our advertisers a much greater understanding of the fantastic reach, influence, and of course actions, that result from working with Twitter. Clients are rightly demanding greater clarity around their spend and I'm proud that at Twitter we're leading the industry on a number of fronts.'

Web site: www.dunnhumby.com and www.twitter.com .