SkyIQ and DunnHumby join forces

Sky’s customer intelligence division SkyIQ has joined forces with DunnHumby to create “segment-level insights” by linking TV ads and purchasing decisions to boost ROI.
The duo claim the combined data insights form the largest panel of viewing and shopping insight in the UK, with a number of undisclosed FMCG brands already signed up.
The brands which have already joined the scheme are aiming to boost the effectiveness of their TV ads, while helping them define which programmes can help deliver a better ROI, and improve future campaign targeting.
Brands will also be able to use the insights generated by the partnership to enhance advertising campaigns delivered via new technologies such as Sky’s tailored advertising service Sky AdSmart.
DunnHumby chief executive Simon Hay said: “Our strategic priority is to engage consumers and earn their loyalty, with relevant and personalised communications that are meaningful and valuable. Making TV advertising a better experience for consumers is an important part of this approach. For FMCG brands, understanding the effectiveness of their TV advertising is invaluable and this partnership will improve the experience for consumers and the results for marketers.”
Sky IQ managing director Tony Mooney added: “With six of the top 10 UK TV advertisers coming from the FMCG market, this partnership presents a real opportunity to maximise investment in TV.
“By combining our insights, together we will be able to help major brands identify how to best use TV advertising to drive growth, whilst also creating a major opportunity for SkyIQ’s business. Brands will also be able to use the insights generated by the partnership to help power new ad-serving technologies such as our tailored advertising service Sky AdSmart, helping them reach their target audiences even more effectively.”
Last month, Homebase signed a three-year deal with SkyIQ to get its hands on detailed information about its customers’ TV viewing and shopping habits.

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