TRA and dunnhumbyUSA Link to Extend Shopper Data

US media measurement firm TRA has teamed up with retail research specialist dunnhumbyUSA to use the latter's data, expertise, and analytics to extend its Media TRAnalytics TV viewership/shopper purchase matching solution.

dunnhumbyUSA is a joint venture between grocery chain Kroger and London-based dunnhumby - the data firm behind the Tesco Clubcard loyalty scheme.

TRA currently uses consumer data to drive its Media TRAnalytics platform, which matches second-by-second measurement from more than two million set-top box households with the purchases of 60 million US households.

Through the partnership with dunnhumbyUSA, TRA will expand its own database of consumer purchase behavior by adding shopper loyalty data from the Kroger database.

In addition, the companies will provide clients with custom analytics regarding campaign success and results.

Mark Lieberman, Chairman and CEO of TRA, comments: 'dunnhumby's expertise analyzing consumer behavior in-store is a strong addition to the existing Media TRAnalytics platform. This partnership will help media buyers and sellers move away from reliance on traditional panel-based demographics to deliver more effective media plans, measurement and custom analytical capabilities.'

dunnhumbyUSA CEO Stuart Aitken adds that the partnership has been forged to offer both firms' clients the opportunity to deliver more relevant content, improve the customer experience, and at the same time, provide better ROI for advertisers.

Web sites: www.traglobal.com and www.dunnhumby.com .