Twitter hires DunnHumby to tie Clubcard data to sales

Twitter is attempting to reverse its decline in advertising by overlaying DunnHumby database of 17 million Clubcard holders in an attempt to show FMCG brands how spend on the social media platform can lift sales.
The deal is similar to the partnership between DunnHumby and Facebook struck last year, which is managed by Acxiom. It follows new contracts with Moat and Integral Ad Science; the social media site already uses Nielsen and ComScore data.
By linking Clubcard data to Twitter’s UK user base, the company insists it will be able to link brands’ adspend with actual sales.
In a statement, Twitter said: “The datasets are matched according to industry best practice via a safe haven provided by a third party. Thanks to this safe haven, FMCG brands will receive an aggregated measurement report that will not contain any data that can be attributed to an individual user or household.”
By using Dunnhumby’s “sales impact solution”, FMCG brands can identify the key drivers of uplift in a Twitter campaign based on factors such as frequency, targeting or what type of ad it is.
Last month Twitter reported an 11% year on year fall in ad revenue despite a growth in user numbers.
Twitter UK managing director Dara Nasr said: “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.”