​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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in