Reckitt Benckiser to utilise new data service from Dunnhumby

Reckitt Benckiser is to enhance the effectiveness of its online marketing initiatives with a new data service from Dunnhumby.

The media agency is providing Reckitt Benckiser with applications that can measure the effectiveness of a digital campaign by comparing the shopping behaviour of Tesco Clubcard customers who use the brand's online loyalty campaigns and those who do not.

This will allow the company to chart the effect of web-based loyalty campaigns on brand trial rates, sales uplifts and return on investment, allowing Reckitt Benckiser to work towards a closer link between online and offline activity, reports Marketing Week.

Reckitt Benckiser has used the service to support its Air Wick brand, while other users include Danone for its Activia and Actimel products and Pfizer for SMA baby milk.

Halla Ragi, Air Wick senior brand manager at Reckitt Benckiser, said the tool has been "invaluable" in improving the performance and strategy behind its Air Wick Fresher Homes Club eCRM programme.

According to the firm's most recent financial report, Reckitt Benckiser generated net revenue of 7.07 billion pounds in the first three quarters of 2011, meaning it is on target to meet its full-year goals.