Facebook and Dunnhumby Partner to Quantify FMCG Digital Marketing Spend

My Digital Shelf provides a platform for retailers and consumer good brands to come together to discuss the challenges and opportunities in the online sector. Our events help retailers and brands understand how to improve their e-commerce strategies and increase their sales in the industries fastest growing sector.

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.

To hear more from Facebook about their partnership with Dunnhumby and it’s implications for the future of digital marketing, they will be speaking at the upcoming Online & Digital Grocery Summit 2016. Caroline Gabor and Emma Fudge, Client Solution Managers at Facebook, will be presenting on the power of mobile to drive sales for FMCG brands in the digital age. The event is hosted by My Digital Shelf and will be taking place on 24th May 2016 at the Hilton Tower Bridge London.

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Categories: Marketing, Consumer Goods, Social Media

Tags: brands, category, consumer, digital, ecommerce, FMCG, grocery, marketing, online, retail, shopper marketing


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My Digital Shelf provides a platform for retailers and consumer good brands to come together to discuss the challenges and opportunities in the online sector.