Grocery Chain Connects TV Tracking And POS Data
Written by Evan SchumanApril 16th, 2009
A grocery chain has gotten involved in a deal where it is sharing extensive POS customer data with a business that is marrying that data with those same consumers' entertainment-watching history. The goal? To overlay the two to see what those consumers are buying after they watch certain entertainment shows or commercials.
In this particular effort, the retailer has chosen to mask the individual consumer identities—for now—and is trying to draw general conclusions based on the actions of people in that Zip Code. But the technology was there for them to tie everything back to the individual consumer, raising quite a few data and privacy strategy issues.
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One Comment | Read Grocery Chain Connects TV Tracking And POS Data
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
-Christine
April 20th, 2009 at 2:17 am
There seems to be an expression in the article “Grocery Chain Connects TV Tracking And POS Data” that reminds me of the WALL of separation described between the FBI and CIA after the 9/11 hearings. Here now the advertiser is trying to link their efforts to the actual results (sales). So it seems that through the technology they would, for example, see how many times a household saw their advertisement (customer link via cable company collecting usage data). Then they need to get the sales data via the grocery store loyalty card purchase information. So the execs are afraid that people will be upset for them breaching the WALL of privacy. Well I guess we need to rethinnk the privacy and what that loyalty card discount is really buying us. Is it worth the half-price or free turkey?