Robust performance data is an essential asset. Brands want it to measure campaign performance, platforms want it to demonstrate the value they have to offer and create further value.
Nectar, Snapchat and LiveRamp recently collaborated to develop the tools to deliver the data required. They shared the results of their work at RampUp On The Road London recently.
Meet the partners
Sainsbury’s customer loyalty brand Nectar owns i2c, an offering that helps Sainsbury’s, shoppers and brands build rewarding relationships. It includes a self-serve platform used by 150 consumer brands to drive their brands’ sales performance and put shopping behaviour at the core of their communications.
Snapchat is a multimedia messaging app that lets users talk with friends, view stories from around the world and explore news. It has 188 million daily active users worldwide.
LiveRamp connects people, data and devices across the digital and physical world, powering the people-based marketing revolution and allowing consumers to safely connect with the brands and products they love. It works with both Nectar and Snapchat to add value to their offerings.
Andrew Muzzelle, Digital and Data Alliances Director at Nectar says: “There are 20 million Nectar customers but relatively few visit the website on a regular basis. LiveRamp enables us to deliver campaigns at volume.”
Andy Pang, Head of EMEA Research & Measurement at Snapchat, says: “We have data including first party log impression data and an element of location data, but when it comes to transactions, consumption and household spending there’s a gap. LiveRamp enables us to fill this.”
Setting aims and ambitions
Both Sainsbury’s and Snapchat wanted to achieve the same insight: to be able to understand the relationship between online advertising and in-store sales to add value to customers.
Andrew says: “FMCGs don’t have a direct relationship with customers. That’s where we can help – the data we have means we can measure ROI and brand uplift.”
Andy says: “80% of daily users of Snap are over 18, but there’s a perception it’s for a younger audience that isn’t able to influence spending. It was a hurdle we needed to overcome. We wanted to have a tool in the measurement suite for the UK market that could help us drive more ad revenue but also improve the user experience.”
Recognising the challenges
Both Andrew and Andy recall the project running very smoothly. There was a delay in starting while the legal teams undertook the necessary work. Beyond that, the biggest challenge was in the volume of data, such as the thousands of individual SKUs, that needed to be shared.
Celebrating the results
Both Andrew and Andy recall a sense of excitement but also relief when the first results came through. Key metrics included:
- an aggregate 4% lift in sales revenue as a result of spending and targeting on Snapchat with results of 11% on some lines
- a high degree of people being introduced to brands for the first time
- a particularly strong ROAS
Andy comments: “In terms of methodology, it’s causation not correlation. As a comparison, using a different methodology in the US we saw a lift of 3.2% to 3.6%, so we’re comfortable with what the UK data is telling us.”
Going forward, the three brands are continuing to work together. There’s an appetite to extend and learn, looking at new ways of executing campaigns and seeing how they drive sales. In doing so, they are capturing the robust data platforms and brands need.
RampUp on the Road, London
RampUp on the Road, London brought together 300 industry leaders across brands, agencies, publishers, platforms and data providers to discuss digital marketing and the latest tech trends.