​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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in