London โ Sept. 15, 2016 โ Nielsen Marketing Cloud today announced an insight collaboration with i2c, the unique partnership between Sainsbury’s and Aimia (owner of the Nectar programme) that specialises in data-driven insights and strategies designed to influence shopping behaviour, build brand loyalty and enhance the shopping experience for customers. This data combined with the Nielsen Marketing Cloudโs comprehensive Nielsen consumer and media data enables brands to gain a complete omnichannel view of customers across hundreds of key characteristics. Marketers can leverage this data to plan, activate and analyze their marketing campaigns across media, improve the relevance of their customer messages, and more reliably analyze campaign results.
The Nielsen Marketing Cloud and i2c worked together to support Carlingโs national โGreat British Momentsโ campaign, which resulted in a 19% sales uplift and an impressive 4.1X campaign ROI attributed to this collaboration. The Carling campaign used programmatic media to raise Carlingโs brand awareness, bolster non-seasonal sales, drive incremental sales among existing and new customers, and re-engage lapsed shoppers.
Tim ilmu data Nielsen Marketing Cloud melakukan hal ini dengan memodelkan dan menskalakan audiens di seluruh media terprogram berdasarkan lusinan karakteristik pelanggan utama Carling dengan menggunakan data pembelian di dalam toko dan online dari program loyalitas Sainsbury's Nectar Collector yang dijalankan oleh AIMIA, penyedia kartu loyalitas terbesar di Inggris. Sainsbury's merupakan jaringan supermarket terbesar kedua di Inggris. i2c mengevaluasi dan melaporkan dampak penjualan di dalam toko dan online yang terkait dengan kampanye tersebut.
"Kolaborasi i2c dan The Nielsen Marketing Cloud telah membuktikan dampak dari pembelian audiens terprogram berbasis data terhadap penjualan di dalam toko dan online untuk sebuah merek. Kampanye Carling kami yang memenangkan penghargaan menggambarkan hal tersebut," kata Matt Bennathan, Wakil Presiden dan Direktur Pelaksana Nielsen Marketing Cloud, Eropa. " Nielsen Marketing Cloud memiliki data terkaya di Inggris dan merupakan mitra yang sempurna untuk data kartu loyalitas Nectar. Kami dapat secara terprogram melibatkan audiens digital dalam skala besar dan menutup loop, memberikan hasil penjualan yang kuat dan terukur."
Andrew Muzzelle, Direktur Media Digital di Aimia mengatakan. "Kami telah mampu mendorong keterlibatan konsumen yang signifikan dan memberikan dampak yang berarti terhadap penjualan Carling. Dengan Nielsen Marketing Cloud, kami mengakses pemodelan yang akurat berdasarkan semua karakteristik yang relevan yang membentuk pelanggan sebuah merek dan menjangkau mereka dalam skala besar secara terprogram."
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Companyโs Watch segment provides media and advertising clients with Nielsen Total Audience measurement services across all devices where contentโvideo, audio and textโis 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, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
Tentang Nielsen Marketing Cloud
Developed from Nielsenโs eXelate acquisition, the Nielsen Marketing Cloud empowers brands, agencies and media companies to connect more deeply with customers by combining Nielsenโs world-class data, analytics, media planning, marketing activation and data management platform (DMP) capabilities in a single cloud platform. 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 else.ย Marketing outcomes include a deeper understanding of consumers, more effective messaging across devices, and superior ROI analysis and campaign optimization capabilities.ย ย
Tentang i2c
i2c is a unique partnership between Sainsbury’s and Aimia (owner of the Nectar programme). We help define a customerโs relationship with a brand. By going deeper, broader and further we can see what makes your customer tick. And by understanding their behaviours, opinions and decisions, we bring you closer to those who matter most.ย We join together our rich customer data and the diversity of our shopper marketing channels โ from online through to car park six-sheets, in-store tasting through to Coupon at Till โ giving brands the most granular customer insight alongside a full suite of marketing solutions.
For more information, visit www.i-2-c.co.uk
Kontak
Alison Lock: alison.lock@nielsen.com; 07767618978Brett House: Brett.House@nielsen.com; 646-380-4337
