dunnhumby and Sky IQ Link Buying and Watching

Customer data pioneer dunnhumby has teamed up with BSkyB's customer intelligence business Sky IQ to what the firms describe as 'the largest panel of viewing and shopping insight in the UK', offering clients new ad targeting possibilities.

The arrangement brings together dunnhumby's customer behaviour analysis, including shopping behaviour data from 16 million households, with Sky IQ's 500,000-strong viewing panel. The result should allow advertisers to link buying of specific products with the watching of specific programmes; identify the top performing programmes for each target segment; and gauge how many times an advert is viewed, on average, before prompting a response.

dunnhumby CEO Simon Hay, said: 'Our strategic priority is to engage customers and earn their loyalty, with relevant and personalised communications that are meaningful and valuable. Making TV advertising a better experience for customers is an important part of this approach.'

Clients can also use data from the partnership to enhance the ads they are running through new technologies such as the tailored Sky AdSmart service.

Sky IQ MD Tony Mooney comments: 'With six of the top 10 UK TV advertisers coming from the FMCG market, this partnership presents a real opportunity to maximise investment in TV. By combining our insights, together we will be able to help major brands identify how to best use TV advertising to drive growth, whilst also creating a major opportunity for Sky IQ's business.'

The partners' web sites are at www.dunnhumby.com and www.skyiq.com .

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

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