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.

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.