Packaged-goods marketers have been shifting to digital coupons from paper for years, but most of those electronic deals aren’t individually coded. That’s a big miss for marketers because the coupons can’t be used to build customer-relationship-management programs that track how people use and share deals.

CPGs’ involvement in individually trackable deals has largely been through retailer loyalty-marketing programs and data brokered by third parties, such as Catalina or, in the case of Kroger Co., through its Dunnhumby USA unit (which is co-owned with U.K. retailer Tesco). While such programs have collected lots of consumer data, the retailers own those troves; CPG marketers pay to rent them.

Now, Kimberly-Clark Co. is looking to end the data blindness that comes from selling most of its products through retailers. The company is building its own deal database and CRM programs through Revtrax, a promotion-analytics firm.

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