Enabling privacy-safe data collaboration and audience segmentation for C-stores & CPGs
[Chicago, IL – December 14, 2023] Axonet and Habu announced today that the companies have entered a strategic partnership that will give CPG brands access to C-store shopper/basket insights and audiences while protecting the data and allowing for data enrichment/collaboration.
The agreement brings together C-store retailers and CPG brands looking to increase product sales in a true partnership fashion by protecting data on both sides and driving collaboration that ultimately improves value delivered to C-store customers. Axonet is an aggregated C-store retail media network, and Habu is a global leader in data clean room software.
“Our strategic partnership with Habu enables us to deliver on the promise of our Audience data clean room vision. CPGs can now unlock the potential of C-store shopper data to drive their business outcomes without compromising consumer data privacy,” said Kevin Struthers. “Low-code and no-code capabilities, including ready-to-use templated use cases, make the power of Audience C-store shopper data accessible to all CPG business users. Users can ask business questions in simple language to enhance their understanding of C-store shopper behaviors to identify opportunities to engage and build relationships with consumers.”
As the industry and data-driven companies adopt a privacy-centric strategy, brands are seeking precise performance measurement by identifying essential partners capable of providing robust data and valuable signals. These partners are crucial for enhancing consumer profiles and bridging gaps in the customer journey. Data clean rooms have emerged as a proven way for two or more organizations to analyze sensitive data, all while minimizing the risk of data exposure and ensuring compliance with data privacy regulations.
Axonet’s partnership with Habu provides CPG companies the ability to easily unlock new insights, reimagine measurement and drive business growth by leveraging Axonet’s rich C-store behavioral and transaction data within Habu’s end-to-end marketing applications for use cases to include advanced segmentation and activation, customer journey analysis, measurement, experimentation, and distributed machine learning.
“The desire to access high-quality, consumer-consented transaction signals and conduct in-depth analysis in a privacy-first manner is critical for CPG companies to thrive in this rapidly evolving landscape,” said Matt Kilmartin, Co-Founder and CEO of Habu. “Our partnership with Axonet offers brands turnkey access to an extensive collection of high-quality shopper data while making it easy for them to quickly find relevant insights to drive better business outcomes and ROI.”
Axonet aggregates first-party C-store shopper data and retail media touchpoints into a powerful gateway, empowering CPGs with an effective, measurable, and valuable marketing channel. We believe success is defined by client focus, always improving, and technology enablement.
Habu is a global leader in data clean room software, enabling companies to benefit from the value of data without the risk. Habu connects data internally and externally with other departments, partners, customers, and providers in privacy-safe and compliant ways for better collaboration, decision-making, and results. The company is headquartered in San Francisco, CA, and Boston, MA. For more information on Habu data collaboration solutions, visit www.habu.com.
Vice President of Business Development