DVR and TV viewing data pioneer TiVo Research and Analytics, Inc. (TRA) has extended its two-year relationship with dunnhumbyUSA, signing an exclusive partnership agreement further integrating the firms' grocery purchasing and television audience data.
TiVo was founded in 1997 as a manufacturer of the first commercially available digital video recorder (DVR), but now combines an advanced television service with an analytics offering, following its acquisition of media measurement and analytics firm TRA in July last year. dunnhumbyUSA is a joint venture of The Kroger Company and London-based retail data giant dunnhumby.
The partners already link set-top-box TV viewing data from 4.4million households with grocery purchasing data from more than 60 million, giving CPG advertisers a measure of the true sales impact of TV advertising. The new deal promises clients improved analysis of ROI of their advertising, integrating more than ninety additional CPG categories and dunnhumbyUSA's shopper segments, including Hispanic shoppers, into TRA's advertising optimization platform Media TRAnalytics.
Bob Meyers, President and COO of TRA, says the strengthened alliance offers customers 'additional product categories and insightful price sensitivity and shopper lifestyle segments, such as 'Splurge and Save', 'Grab and Go' and 'Watching The Waistline'. He adds: 'dunnhumbyUSA and TRA have a unique partnership with very close organizational ties and, as such, we know they are a best-in-breed data provider.'
Stuart Aitken, CEO of dunnhumbyUSA, comments: 'Together we enable our customers to make informed TV media buys that help drive sales and improve ROI. Today's announcement with TRA symbolizes a continued confidence in our solution and is the result of a growing demand from the marketplace.'
The partners are online at www.tivo.com and www.dunnhumby.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas.