OREANDA-NEWS. 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 world-class 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 bottom-line results.

"Never 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 well," said Mark Zagorski, EVP, Nielsen Marketing Cloud. "The Nielsen Marketing Cloud is the only solution to provide highly accurate and scalable data for marketers to plan and activate campaigns across platforms and devices - and analyze their impact through one integrated easy-to-use system."

The 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, out-of-home and retail for applications in digital and offline marketing.  It provides all the core capabilities needed to build and sustain a winning cross-channel customer engagement strategy.

"We are very excited about the Nielsen Marketing Cloud. The In-Flight Analytics application gives us a real-time view into consumer consideration, intent and purchase metrics," said Michael Meah, Director of Digital Ad Products and Sales Research, Scripps Networks Interactive. "The 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 advertiser's ultimate goal."

"As 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 Cloud's data management platform and analytics capabilities, we are going to advance audience-based cinema-advertising in ways that have never been done before," said Doug Pulick, SVP, Strategic Insight & Analytics with National CineMedia (NCM), America's Movie Network and the largest cinema advertising network in the U.S. "This 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 networks."

The Nielsen Marketing Cloud enables clients to manage the following marketing processes:

  • Plan: conduct cross-channel media planning that leverages best-in-class assets including Nielsen Total Audience data, build audience segments and conduct consumer insights analysis
  • Activate: connect in real-time to all major media and marketing platforms including mobile, online, over-the-top TV, video, social media, email and content management systems
  • Analyze: understand how advertising and content change consumer perception and purchase decisions in real-time and evaluate the effectiveness of marketing spend

The results for Nielsen clients have been significant:

  • A leading CPG client increased client acquisition ROI by 4.1x by leveraging first-party and third-party online and offline data to identify and engage lapsed product-category buyers
  • A top 5 Auto OEM partner was able to decrease eCPA by 20% with advanced audience modeling that identified potential test drive prospects
  • 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 segmentation

The Nielsen Marketing Cloud's core set of applications include the Nielsen Data Management Platform (DMP) and DaaS, Multi-Touch Attribution (MTA), and In-Flight Analytics for Automotive, CPG and Retail, as well as integrations with over 150 third-party media and content activation and optimization applications.  All applications enable cross-platform analysis and centralized data access.  Additional Nielsen and third-party applications, including Nielsen Media Impact for cross-platform media planning, will be integrated in the coming months.