dunnhumby Launches 'Sphere' Audience Targeting Tool

Tesco-owned retail data science business dunnhumby has launched a platform called Sphere, for use in audience targeting, media booking, forecasting and measurement across a range of retail media channels.

Retailers using the new platform can access AI-powered audiences to predict customers' likelihood to buy any given product; while advertising partners can use it to plan, book, measure and pay for campaigns across online and in-store channels. The tool brings together multiple sets of data to give retailers and their ad partners a single view of all audience activations and help brands find the shoppers they need to target. In addition, Sphere tracks the long-term impact of retail media on the shopper experience, and retailers can use it to monitor the impact on customer lifetime value, loyalty, and basket size.

Tesco is already using dunnhumby Sphere in the UK to power several of the retail media products offered as part of the recently launched Tesco Media and Insight platform, designed to help suppliers and agencies engage with customers, and provide those customers with a more personalised and relevant shopping experience.

Julie Jeancolas (pictured), dunnhumby's Head of Media and Customer Engagement Products comments: 'Brands need a single point of access for all their measurement reporting to compare the relative performance of each channel, while retailers need a way to validate the long-term impact of retail media on the customer experience and sales. And that's where dunnhumby Sphere will make a real difference. It allows retailers to efficiently manage a complex ecosystem, unlocking the value of their data by making on-demand AI-based audiences easily accessible to CPGs, whilst still allowing the retailer to measure the true impact of media on their core business'.

Web site: www.dunnhumby.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.