Nielsen Launches Marketing Cloud to Transform the Way Marketers Connect with Consumers

New York NY amp8211 April 12 2016 amp8211 Nielsen today launched the Nielsen Marketing Cloud empowering clients to more effectively deliver relevant marketing to their customers across multiple platforms It integrates consumer and media data that only Nielsen can provide with worldclass marketing activation and analytics applications into a single platform The Nielsen Marketing Cloud enables continuous marketing optimization across tactics so marketers spend less time connecting the dots and more time making decisions that drive bottomline resultsquotNever before has data played a more important role in driving marketing efficiency but the complexity of centrally managing and employing this data has grown as wellquot said Mark Zagorski EVP Nielsen Marketing Cloud quotThe Nielsen Marketing Cloud is the only solution to provide highly accurate and scalable data for marketers to plan and activate campaigns across platforms and devicesamp8212and analyze their impact through one integrated easytouse systemquotThe Nielsen Marketing Cloud is currently being implemented with Nielsen clients that span verticals including food and beverage personal care pet care wine and spirits digital media cinema broadcast outofhome and retail for applications in digital and offline marketing It provides all the core capabilities needed to build and sustain a winning crosschannel customer engagement strategyquotWe are very excited about the Nielsen Marketing Cloud The InFlight Analytics application gives us a realtime view into consumer consideration intent and purchase metricsquot said Michael Meah Director of Digital Ad Products and Sales Research Scripps Networks Interactive quotThe tool enables us to better optimize our campaigns while they are running from media allocation to creative versioning and helps us close the loop from exposure to sale delivering on our advertiser39s ultimate goalquotquotAs we begin to transform the way we are using data in cinema NCM is thrilled to be working with Nielsen to apply advanced data and technology strategies to our national theater network Using the Nielsen Marketing Cloud39s data management platform and analytics capabilities we are going to advance audiencebased cinemaadvertising in ways that have never been done beforequot said Doug Pulick SVP Strategic Insight ampamp Analytics with National CineMedia NCM America39s Movie Network and the largest cinema advertising network in the US quotThis will allow us to make advertising even more relevant to movie audiences and provide brands with the ability to reach the right audience far more effectively putting us on par with other premium video networksquotThe Nielsen Marketing Cloud enables clients to manage the following marketing processesamp160amp160 amp160Plan conduct crosschannel media planning that leverages bestinclass assets including Nielsen Total Audience data build audience segments and conduct consumer insights analysisamp160 amp160amp160Activate connect in realtime to all major media and marketing platforms including mobile online overthetop TV video social media email and content management systemsamp160amp160amp160 Analyze understand how advertising and content change consumer perception and purchase decisions in realtime and evaluate the effectiveness of marketing spendamp160amp160amp160 The results for Nielsen clients have been significantamp160amp160amp160 A leading CPG client increased client acquisition return on investment ROI by 41x by leveraging first and thirdparty online and offline data to identify and engage lapsed productcategory buyersamp160amp160amp160 A top 5 auto original equipment manufacturer OEM partner was able to decrease eCPA by 20 with advanced audience modeling that identified potential test drive prospectsamp160amp160amp160 A major CPG client found prospects that shared key traits with their best customers and experienced a 48 sales lift with improved media allocation and audience segmentationThe Nielsen Marketing Cloud39s core set of applications include the Nielsen Data Management Platform DMP and DaaS MultiTouch Attribution MTA and InFlight Analytics for automotive CPG and retail as well as integrations with over 150 thirdparty media and content activation and optimization applications All applications enable crossplatform analysis and centralized data access Additional Nielsen and thirdparty applications including Nielsen Media Impact for crossplatform media planning will be integrated in the coming monthsAbout NielsenNielsen Holdings plc NYSENLSN is a global performance management company that provides a comprehensive understanding of what consumers watch and buy Nielsen39s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content amp8212 video audio and text amp8212 is consumed The Buy segment offers consumer packaged goods manufacturers and retailers the industry39s only global view of retail performance measurement By integrating information from its Watch and Buy segments and other data sources Nielsen also provides its clients with analytics that help improve performanceamp160 Nielsen an SampampP 500 company has operations in over 100 countries covering more than 90 of the world39s population For more information visit wwwnielsencomAbout Nielsen Marketing CloudDeveloped from Nielsen39s eXelate acquisition the Nielsen Marketing Cloud empowers brands agencies and media companies to connect more deeply with customers by combining Nielsen39s worldclass data analytics media planning marketing activation and data management platform DMP capabilities in a single cloud platformamp160 Nielsen Marketing Cloud clients gain exclusive access to granular Nielsen data which powers audience insights at a much higher degree of detail than is available anywhere elseamp160 Marketing outcomes include a deeper understanding of consumers more effective onetoone messaging across devices and superior ROI analysis and campaign optimization capabilitiesamp160For more information visit wwwnielsencomnielsenmarketingcloudThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

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