Facebook and Quantium sign deal to measure advertising impact on store sales
Data analytics and strategy firm Quantium has reached a deal with Facebook to become its Australian partner in the measurement of advertising impact on store sales.
The data specialist, which is 50% owned by Woolworths, is just the third company in the world to partner with Facebook to measure the impact of advertising on sales.
Quantium has been piloting the project with Facebook for the past six months using a process to define the statistical connection between ads on Facebook and consumer purchases.
Alex Macoun, head of Quantium’s media division, said the partnership would bring a new level of understanding to the effectiveness of ads on the social media platform.
“The two companies have now signed a partnership agreement, which will benefit advertisers and their media agencies who are always looking for better understanding of the effects of their advertising spend,” Macoun said.
“We have been testing this capability with a range of our clients including L’Oreal, Kelloggs and Proctor & Gamble, in partnership with their agencies Carat, Mindshare and Mediacom. There have been a number of interesting learnings, including how past-purchase based targeting has led to twice the sales uplift compared with demographic targeting.”
Christophe Eymery head of digital and media at L’Oréal Australia and New Zealand, said the company had already seen strong results from the Facebook analysis.
“Quantium and Facebook’s new measurement product has provided a level of understanding of our campaign performance that has never been available before,” Eymery said.
“It has really enlightened our understanding of the impact our marketing efforts have on real sales outcomes.
Naomi Shepherd, head of Facebook’s FMCG and auto categories, said the partnership “closed the loop” in understanding the effects of advertising
“Quantium’s excellence in understanding and working with complicated data was instrumental in developing this innovative measurement approach,” Shepherd said.
Among elements Quantium will measure and analyse in-store sales uplift directly attributed to Facebook advertising and what types of people responded most or least positively to a campaign.
Google did a deal with Quantium for a similar solution a couple of years ago didn’t they?
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And for point of sale not covered by Quantium, how is the loop closed? Or this another inferred-based model? How is Facebook marketing isolated? The press release carefully avoided the issue of Facebook effectiveness in improving sales for said brands.
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What is the story with Acxiom and Facebook then? I thought Acxiom was leading the way in Australia
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