Measuring the offline effect of online marketing has been one of the biggest challenges in consumer insight data and analysis since the start of online marketing. As the research giants become more focussed on digital, they’re picking up the big contracts. Dunnhumby is the latest to announce wins of Reckitt Benckiser and Danone – and here’s why…
The FMCG brands are looking to enhance the effectiveness of its online marketing initiatives with a new data service from Dunnhumby.
The media agency is providing Reckitt Benckiser and Danone with applications that can measure the effectiveness of a digital campaign by comparing the shopping behaviour of Tesco Clubcard customers who use the brand’s online loyalty campaigns and those who do not.
This will allow the company to chart the effect of web-based loyalty campaigns on brand trial rates, sales uplifts and return on investment, allowing Reckitt Benckiser to work towards a closer link between online and offline activity.
Reckitt Benckiser has used the service to support its Air Wick brand, while other users include Danone for its Activia and Actimel products and Pfizer for SMA baby milk.