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  1. Charlotte Summers 7 Apr 2016

    Facebook’s partnership with Dunnhumby is no surprise but it does show where the industry needs to be heading. Marketers are increasingly looking at attribution methods and connected data to prove ROI. Facebook have acknowledged this need for robust measurement and while Facebook may not be where we go to do the weekly shop, it’s about mapping the whole customer journey across all touchpoints through to sale, to drive campaign effectiveness and ROI. It will be interesting to see the mechanics of this specific partnership, how the additional modelling across all grocery retailers, not just Tesco, will work, and how concerns about the credibility of the data are addressed.

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