Twitter has teamed up with Tesco’s customer science company Dunnhumby to measure the effectiveness of FMCG brands’ marketing on the social network.

The partnership will help FMCG brands in the UK quantify how their investment in Twitter’s advertising impacts sales. The pair will anonymously link Tesco’s active ClubCard users to Twitter’s active UK users to see the effect of ad exposure on sales.

“Clients are rightly demanding greater clarity around their spend and I'm proud that at Twitter we're leading the industry on a number of fronts,” said Dara Nsar, managing director at Twitter UK.

Dunnhumby’s sales impact solution is said to help the brands identify the drivers of uplift in their Twitter campaigns based on frequency, targeting, or ad type, and provide insight into what shopper behaviour is driving uplift.

“We’re delighted to be partnering with Twitter to expand our sales impact solution,” said Karyn Mukerjee, director of data innovation & partnerships at Dunnhumby. “Brands need this kind of insight to optimise ad spend and to understand what works best for customers.  We look forward to working with brands to really understand the impact of their Twitter campaigns.”