dunnhumby media strategy creates best practice on insight driven integrated media planning and evaluation.
We ensure that client objectives for both Tesco and our suppliers are met through the recommendation of neutral integrated media campaigns that place the customer at the heart of all decisions. All campaigns are insight led and analysed to ensure integrated media planning best practice can be developed and shared. And our evaluation strategy allows robust performance review and optimisation of future activities.
We ensure media neutrality to:
- ensure the right media is recommended for the objectives
- create objective based media planning best practice
All campaigns are planned using customer insight to provide context for the brand and category and to drive clear objectives. Where relevant, media activities are planned using Clubcard data to provide customers with personalised offers, as well as using store targeting to maximise headroom growth potential for brands and ensure relevance for customers.
Campaigns are evaluated to assess performance and optimise future campaign activities. The depth of evaluation will be dependent on the individual media. However, for the majority of our media, you can expect to receive evaluation based on more customers (penetration), more spend (uplift) and more visits (repeat rate) as well as a look as shopper profiles.