Connecting digital ads to in-store buys - Quantium and Facebook intertwine

Pippa Chambers
By Pippa Chambers | 8 June 2016

Australian-founded data analytics and strategy firm Quantium has inked a deal with Facebook to become its Australian partner in the measurement of online advertising and its impact on in-store sales.

The move is set to benefit advertisers and media agencies by linking post-exposure purchases to a campaign, which Facebook says is effectively closing the loop on understanding advertising effects.

Quantium’s measurement process defines a statistical connection between advertisements which appear on Facebook’s platform and resulting sales as collected in Quantium’s customer shopping database.

Quantium is the third company in the world to partner with the social media giant – joining the likes of Datalogix in the US and the UK’s Dunnhumby.

L’Oreal, Kellogg and Proctor & Gamble dabble

The capability has so far been tested with clients including L’Oreal, Kellogg and Proctor & Gamble, in partnership with their media agencies, Carat, Mindshare and Mediacom.

Head of digital and media at L'Oréal Australia and New Zealand, Christophe Eymery says: “Quantium and Facebook’s new measurement product has provided a level of understanding of our campaign performance that has never been available before. It has really enlightened our understanding of the impact our marketing efforts have on real sales outcomes.”

Head of FMCG and auto categories at Facebook, Naomi Shepherd, says through the partnership advertisers can now answer what was the in-store sales uplift directly attributed to Facebook advertising; did its Facebook campaign cannibalise the sales of other products; how does it rank different audiences and what returns might each segment deliver; what types of people responded most or least positively to the campaign; how can  it optimise future campaigns using the learnings from each campaign – and more.

“Rigorous methodology" used

Alex Macoun, who leads Quantium’s media division, says Facebook has been piloting measurement activity with Quantium over the last six months and is pleased with the “rigorous methodology” employed, as well as the results.

Quantium says results are made available to advertisers and agencies at an aggregated level to enable ongoing improvements in targeting and sales effects. All aspects of the process are fully compliant with privacy regulations and no personal customer data is used in the analysis.

The partnership will now rapidly scale up the capability so that advertisers from across different industries, and in collaboration with their agencies, can improve their targeted campaigns on Facebook.

In July last year Facebook made a data deal with Quantium, Acxiom and Experian to fuse offline and online data.

A bite out the cookie

In March AdNews reported on how Facebook's Atlas had doubled-down on its measurement capabilities, with the social giant announcing businesses can now compare offline point-of-sale (POS) data to that of Atlas' data to get an accurate picture of the path to purchase.

The new 'Offline Actions' and 'Path to Conversion' tools allow marketers to put real data behind their digital and mobile spend, that goes beyond the cookie, and Facebook expects this will lead to an increase in spend in the space. 

At the time, head of ad tech for Facebook, David Jakubowski, told AdNews that these tools will be able to do something the internet has never done, which is connect “absolutely everything”.

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