CPG media solution increases ad effectiveness and improves ROI
CINCINNATI – dunnhumbyUSA, a global leader in building brand value for consumer goods and retail companies, and TRA, a leading media and market research company that helps clients increase TV advertising effectiveness and product sales by matching anonymous television tuning data with consumer purchasing behavior data, today announced a partnership. The partnership leverages dunnhumbyUSA’s data, expertise, customer relationships and analytics to accelerate TRA’s leading solution linking TV viewership and shopper purchase behavior. As a result, consumer packaged goods (CPG) companies, advertising agencies and television networks will benefit from the industry’s most comprehensive solution for understanding and improving advertising effectiveness.
Utilizing TRA’s patented Media TRAnalytics® software – which matches second-by-second measurement of TV viewing habits from more than 2 million set-top box households with the purchases of 60 million U.S. households – the solution enables more continuous and accurate results to help companies improve ROI and eliminate waste from ad spends. The companies will also provide clients with custom analytics regarding campaign success and results as well as advanced targeting insights based on viewers’ product purchase behavior.
“We are pleased to partner with dunnhumbyUSA, the industry leader in helping companies increase brand preference,” said Mark Lieberman, Chairman and CEO of TRA. “dunnhumby’s expertise analyzing consumer behavior in-store is a strong addition to the existing Media TRAnalytics® platform, which offers media buyers and sellers the television industry’s most diverse and powerful media marketing database. This partnership will be an important accelerant for the industry, helping media buyers and sellers move away from reliance on traditional panel-based demographics to deliver more effective media plans, measurement and custom analytical capabilities.”
“At dunnhumby, we have found that companies experience success and build preference for their brand by putting the customer at the center of their business decisions,” said Stuart Aitken, CEO of dunnhumbyUSA. “Our partnership with TRA, an innovator within the fast growing space of media analytics, is one more extension of that model, and will offer clients the opportunity to deliver more relevant content, improving the customer experience and at the same time, providing better ROI for advertisers.”
About TRA, Inc.
TRA, Inc. (www.traglobal.com) is a media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TRA’s Media TRAnalytics® is a web-based platform that matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA’s clients to find “The Right Audience®” while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. Licensed users of Media TRAnalytics® include 4 of the top 10 advertisers, 45 of the top 100 brands, as well as the top agencies and networks. TRA’s investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron. TRA is the recipient of the BeyeNETWORK’s 2009 Vision Award for Business Impact in Analytics. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls for protecting information assets. TRA owns U.S. Patent No. 7,729,940, entitled “Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources” and U.S. Patent No. 8,000,993, entitled “Using Consumer Purchase Behavior for Television Targeting.”
dunnhumby is the global leader in personalizing customers’ experience of retailers and brands. Analyzing data from over 350 million people in 25 countries, we help companies put customers at the center of every decision. We use our insight to improve customers’ experience of stores and communications to earn their lifetime loyalty. Our work with some of the world’s biggest retailers and brands has demonstrated that those companies that deliver value to customers through personalization become and stay their customers’ first choice. This strategic approach to putting the customer first in business improves our clients’ like-for-like sales and profit margins – or, put simply, their brand value. dunnhumbyUSA is a joint venture of The Kroger Company and London-based dunnhumby. Employing more than 1,500 people in 30 offices in Europe, Asia and the Americas, dunnhumby serves a prestigious list of companies including The Kroger Co., Tesco, Coca-Cola, General Mills, Kimberly-Clark, Macy’s, Panera Bread Company, PepsiCo and Procter & Gamble. For more information, visit www.dunnhumby.com.