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.