Amplifies and Widens the Reach of Nielsen’s Buy Services
New York, NY – June 25, 2015 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, announced yesterday the expansion of its analytical services within its Buy business. With proven success in helping CPG brands grow their business, Nielsen will be rolling out two new platforms that will cater to middle market company needs. Previewed at the Nielsen Consumer 360 conference in Washington D.C., Marketing ROI Snapshot and RMO solution expansion will provide marketing and sales effectiveness capabilities to a wider range of clients.
Marketing ROI Snapshot is an alternative to a Marketing Mix analysis, delivered with high-level insights and more efficiently than the typical Marketing Mix study. This service is ideal for brands that are interested in understanding how their marketing mix performs, powered by the thousands of benchmark studies that Nielsen has conducted over the years. With Snapshot, clients can merge their brand details such as marketing spend, category, campaign timing or copy quality with Nielsen’s benchmark analytics. While this won’t deliver the breadth and depth of results as Nielsen’s best-in-class Marketing Mix Models, clients will have the ability to evaluate an expected range of ROIs to help guide marketing initiatives and objectives.
“Nielsen sits at the epicenter of being able to measure the effectiveness of marketing campaigns across the entire process – reach, resonance and reaction,” said Tsvetan “T.” Tsvetkov, Senior Vice President of Marketing Effectiveness at Nielsen. “Recognizing budget and resource limitations of many brands, we are thrilled to now be able to provide insights that drive an effective marketing mix strategy for brands of all sizes and all budgets.”
Revenue Management and Optimization aligns information-rich, analytic-driven decision making with the complete selling process to improve the effectiveness of a brand’s everyday pricing and trade promotions. When optimized, a coordinated strategy (from headquarter guidelines to retailer-specific joint business plans) will significantly increase spending efficiency, drive more incremental sales and maximize financial impact for a brand and its retail customers. Nielsen will now provide access to a full suite of options that balance speed and customization to fit client needs regardless of organization size.
“In 2015, RMO has evolved to four different service levels that vary in depth of promoted product customization to fit our clients’ evolving trade improvement process – each of these service levels provides a total category perspective,” said Doug Bennett, Senior Vice President of Sales Effectiveness at Nielsen. “We have developed these various options because brands large and small should have the opportunity to become more effective in their promotion spend.”
Nielsen’s new services, Marketing ROI Snapshot and the expansion of RMO, will begin to roll out to Nielsen clients starting in the fourth quarter of this year.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumer Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text- is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources. Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, a S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com
Genevieve Aronson, 914.393.2829, Genevieve.Aronson@nielsen.com