Even though Twitter reps claim that consumer-packaged goods firms like Kraft and Unilever are already plenty active on their ads platform, a new agreement with Datalogix holds the promise that such noodle and soap sellers will have a better metrics-based premise to throw dollars at the social platform.
Twitter marketers will be offered data that will theoretically point to successes and failures of their efforts when it comes to offline sales. The service is currently available to select brands as Twitter plans to roll it out for other players during the coming quarters.
Datalogix specializes in estimating how digital advertising affects in-store purchases. The firm struck a similar partnership with Facebook nearly one year ago.
The Westminster, Colo.-based measurement company recently studied 35 Twitter campaigns from major CPG categories and found that Promoted Tweets lifted product sales offline by as much as 12 percent. That number represents consumers who engaged—retweeted, favorited, clicked, etc.—with the ad. Those who didn't engage with but saw the Promoted Tweet represented a 2 percent lift in sales.
Datalogix utilized a classic control group versus experimental group format to analyze causal effects and come to these findings. Further, the company anonymously tracked Twitter users' buying habits by matching back scrambled representations of their email addresses—provided during Twitter's registration processs—against Datalogix's large database of email addresses from shopper loyalty programs.
While sample size wasn't available at press time, its study also says that Twitter users who are exposed to organic tweets result in an 8 percent sales lift. Additionally, Datalogix discovered that consumers who viewed five or more organic brand tweets produced three times more sales.
All told, though, according to the study, Twitter users following a brand who see Promoted Tweets spent 29 percent more than those reached via organic tweets. Of course, that's music to the ears of CEO Dick Costolo and his sales team.
Ameet Ranadive, product manager for the San Francisco-based company's revenue team, told Adweek, "CPGs have been some of our most-active brands on Twitter with organic and Promoted Tweets. They have been asking for ways for getting more insights in terms of what participation on Twitter is driving sales in stores. But we are really excited to be able to go back to them and have for the first time the ability to connect what they have been doing on Twitter to offline sales."