​Data Republic partners with koji to boost FMCG data insights

New offering allows FMCG brand marketers to better leverage transactional data

Open data marketplace provider, Data Republic, has partnered with market research firm, koji, to release a new ‘data-as-a-service’ offering ‘snapshot’ aimed at making grocery and liquor basket insights more accessible to brand marketers.

Developed using point-of-sale and loyalty data from Australia’s largest independent grocer network, snapshot reveals how specific products are bought, such as day, time, impact of price promotions, shopper demographics, as well as comparative purchasing behaviours across multiple geographic locations.

According to Data Republic's head of commercial, Steve Millward, snapshot gives an end-to-end picture of the habits of people buying a particular FMCG brand. It also provides a very clear explanation of what those insights are, along with experts to help interpret the data.

“It’s very insights-driven and tells them about who their customers are, when and where the products are being bought, so they can think about timing and advertising, and it also reveals cross-shopping which is what else is being bought and where there are further opportunities,” he told CMO. “And because we’re dealing with very raw transactional data, there are various ways it can be customised to really dig into particular aspects of buying behaviour.”

For too long, people selling and marketing FMCG products haven't had that much visibility on who buys their product and how they are sold, Millward claimed.

“There’s always been that arm’s length need of understanding customers better and their behaviours,” he said. “And there’s always been a balance between the expensive, very detailed data and the higher level survey-type data. But we think with snapshot we have a nice niche inbetween there, where we offer reasonably priced reports on a big share of the market that really tells people everything they need to know about their particular brand.”

Millward revealed koji recently worked with a beer brand to understand which alcoholic beverages and other snacks were bought at the same time.

“This way, they could begin to look at co-marketing and positioning opportunities down the track,” he explained. “Over time, we can then measure the effectiveness of their campaigns and look at market share versus other products in their categories as well.

“So it really provides a kind of one-stop-shop where a brand manager can understand their customer and then start to pull the levers they have at their disposal to drive sales and reduce costs. It also makes the whole process of getting stakeholders on board a lot easier.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

Latest Podcast

More podcasts

Sign in