Nielsen Wire » marketing analytics

Nielsen Announces “Major Step Forward” in Online Advertising Measurement

Nielsen Wire — Mon, 27 Sep 2010 14:17:37 +0000

At Advertising Week today, The Nielsen Company announced the development of Nielsen Online Campaign Ratings, which will for the first time provide audience data comparable to Nielsen’s television ratings. The new measurement system is a significant advancement for the media industry and will provide greater accuracy, faster reporting, and wider coverage than existing online measurement.

“This is a major step forward for both Nielsen and our industry. This new system will provide marketers with a better understanding of their ROI, and will give media companies a much needed tool to prove the value of their audiences,” said Steve Hasker, President, Media Products, Nielsen. “Perhaps most importantly, marketers and media companies alike will now have a simpler way to measure the combined reach of TV, the web and even mobile advertising. Reach alone doesn’t tell the whole story, however, and Nielsen intends to combine the ratings with cross-platform advertising effectiveness metrics to provide a complete view.”

Nielsen Online Campaign Ratings will be tested with several industry leaders in Q4 of 2010 including advertisers such as Procter & Gamble and Verizon Wireless, major media agencies such as Starcom MediaVest, and Facebook.

Watch The Announcement

Overview Video

Read the full press release about Nielsen Online Campaign Ratings, including comments from the online advertising industry.

Finding High-Potential Customers

Nielsen Wire — Tue, 16 Jun 2009 16:29:11 +0000

Now more than ever, marketers are trying to identify and reach profitable and discrete market segments that were previously overlooked in an effort to keep growing in difficult economic conditions. Predictive analytics is one way to do that: it marries a range of consumer, transaction and media information and reveals the “who” and “how” of an effective go-to-market strategy.

Predictive analytics can help marketers in several ways: It can provide a deeper understanding of customers to guide the marketing spend; it offers guidance on selecting messages and vehicles for communicating with them, and; it provides key metrics for measuring campaign impact.

Nielsen teamed up with Experian, the credit reporting agency, and dLife, the leading online resource for diabetics, to develop a program targeting the diabetes community. Diabetes accounts for 31 percent of health care costs in the U.S. and approximately $175 billion in spending. Using diabetics’ common interest – in this case – how their disease shapes their lives and influences their food purchasing patterns – the team was able to pinpoint high-value consumer targets, determine the best retail channels to reach them and deliver marketing materials that were specific to their needs.

Read the full case study on how predictive analytics shaped this campaign and can uncover the hidden treasure of consumer value in the current edition of Consumer Insight.

Nielsen To Continue U.S. Work With Procter & Gamble

admin — Tue, 22 Jul 2008 15:07:39 +0000

The Nielsen Company announced Tuesday it has extended its agreement with The Procter & Gamble Company (P&G) to provide U.S. consumer marketing information and insights. Nielsen currently provides marketing information services to P&G in more than 65 countries in Europe, Asia, Latin America, Middle East and Africa.

Under the multi-year agreement, Nielsen will provide P&G with retail tracking, insights on consumer purchase behavior, marketing analytics, and Nielsen Answers™, Nielsen’s technology-based business intelligence solution.

“P&G chose Nielsen for our technology capabilities, our deep, rich content, our strong focus on process improvement and productivity and our approach to innovation and client service,” said John J. Lewis, president and CEO, Nielsen Consumer Group, North America. “We welcome the opportunity to bring our people and capabilities across The Nielsen Company together to deliver on these areas for P&G.”

View the full press release.