In a move to increase its transparency , Twitter is partnering with data giant Dunnhumby to help fast - moving consumer goods ( online ) brands understand how their social media spend impacts sales . Dunnhumby , which helped create the Tesco Clubcard , aims to link this data with Twitter 's active UK users so it can measure the effect of advertising on actual sales . This move to increase credibility with FMCG companies comes after Procter & Gamble 's Global Chief asked for the industry to improve media transparency .
In a move to boost its transparency, Twitter is partnering with data giant Dunnhumby to help fast-moving consumer goods (FMCG) brands understand how their social media spend impacts sales. Dunnhumby, which helped create the Tesco Clubcard, wants to link this data with Twitter's active UK users so it can see the effect of ads on actual sales. This move to increase credibility with FMCG companies comes after Procter & Gamble's Global Chief asked for the industry to improve media transparency.