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. The partnership will allow companies like DunningHumby's Shopkick and Amazon to track what consumers are buying in real time across all channels.
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.