Quantium And Facebook Team Up To Measure The Impact Of Media Exposure

Quantium And Facebook Team Up To Measure The Impact Of Media Exposure
SHARE
THIS



Data analytics and strategy firm Quantium has done a deal with social media superstar Facebook to become its Aussie partner when it comes to the measurement of advertising impact on store sales.

Quantium is only the third company in the world to hop into the data-rich bed of Facebook in this
capacity, joining Datalogix in the US and the UK’s Dunnhumby.

Alex Macoun, who leads Quantium’s media division, said, “Facebook has been piloting measurement activity with Quantium over the last six months and is delighted with the rigorous methodology employed, as well as the results.”

“Consequently 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.”

Quantium’s measurement process defines a statistical connection between advertisements that appear on
Facebook’s platform, and the resulting sales gathered in Quantium’s customer shopping database.

Results are made available to advertisers and agencies at an aggregated level to enable ongoing improvements in targeting and sales effects. The whole process stays on the right side of privacy regulations and keeps all your private stuff private.

“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,” Macoun added.

Head of digital & media at L’Oréal Australia & New Zealand Christophe Eymery said, “Quantium and
Facebook’s new measurement product has provided a level of understanding of our campaign performance that has never been available before. It has really enlightened our understanding of the impact our marketing efforts have on real sales outcomes.”

Head of FMCG and auto categories at Facebook Naomi Shepherd added, “By linking post-exposure purchases to a campaign, we are effectively closing the loop on understanding advertising effects.”

Through this partnership advertisers can now answer:

  • What was the in-store sales uplift directly attributed to Facebook advertising?
  • Did my Facebook campaign cannibalise the sales of other products?
  • How do I rank different audiences and what returns might each segment deliver?
  • What types of people responded most or least positively to the campaign?
  • How can I optimise future campaigns using the learnings from each campaign?

The partnership will now rapidly scale up the capability so that advertisers from across different industries, and in collaboration with their agencies, improve their targeted campaigns on Facebook.

This partnership is the latest in a series of unique arrangements Quantium has established, making it the
pre-eminent customer insight and advertising effectiveness firm in Australia.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]