This is the holy grail of digital. The ability to accurately attribute offline purchases that were influenced to buy through digital marketing.

Now Twitter has announced they are working with Dunnhumby Sales Impact solution, to help FMCG brands identify the key drivers of uplift in a Twitter campaign based on a number of factors such as frequency, targeting or ad type. The goal is to provide Offline Sales Impact reports that give insights into what consumer behaviour is driving uplift. Some of the key things they are looking at are whether customers are purchasing a product more frequently and their demographic specifics.

So how does it work? , Twitter will anonymously link Tesco’s active ClubCard holders to people active on Twitter in the UK to see the effect of ad exposure on actual sales. To understand the scope of this, Tesco has 16.5 million active ClubCard members, meaning they have around 25% of the UK’s population to work with.

According to Twitter “We can anonymously link Tesco’s active ClubCard holders to people active on Twitter in the UK to see the effect of ad exposure on actual sales. The datasets are anonymously matched. As a result, the data used cannot be attributed to an individual user or household. The methodology involves matching exposed users with a control group who have not been exposed to the advertising, using over 30 metrics.”

To understand the scope of this, Tesco has 16.5 million active ClubCard members, meaning they have around 25% of the UK’s population to work with.

All of this is very similar to some of the partnerships that Facebook has been working on and in all reality only works if you have very large datasets to work with. Still, it’s a step in the right direction.

Photo Credit

Tim Gouw