New York, NY – Nov. 9, 2017 – Today, Nielsen (NYSE: NLSN) enhanced its roster of everyday analytic tools, with the global launch of Marketing Budget Explorer. Streamlining the media planning process, Nielsen’s new media budget forecasting solution is an intuitive, web-based simulation tool that will enable brand marketers to easily evaluate thousands of combinations of marketing allocations and budget options, to make more informed, media planning decisions.
“For advertisers tasked with maximizing the impact of their limited marketing dollars, Marketing Budget Explorer simplifies a traditionally complex practice,” said Lana Busignani, Head of Marketing and Sales Effectiveness for Lead Markets at Nielsen. “Deciding which brands, channels, markets or even day-parts to execute against is neither an easy nor a light decision to make. Today, the stakes are higher, the need for dynamic decision making is greater and the ability to reduce wasted spend and increase ROI is a critical charge for all marketers.”
Database Nielsen tentang studi ROI pemasaran menunjukkan bahwa rata-rata pengembalian untuk aktivitas pemasaran hanya sekitar $0,70 per $1 pengeluaran, yang berarti upaya pemasaran menghasilkan lebih sedikit daripada yang mereka keluarkan dan tim merek berisiko kehilangan keuntungan dan anggaran pemasaran. Mempersiapkan pasar untuk mendapatkan hasil yang positif, Marketing Budget Explorer Nielsen akan membantu pengguna mengoptimalkan alokasi anggaran pemasaran dalam berbagai skenario, memprediksi hasil, mengidentifikasi jalur yang menguntungkan untuk pertumbuhan, melihat alokasi anggaran di berbagai merek dalam portofolio, serta dengan mudah mengubah dan menguji rencana, kapan pun dan di mana pun.
Nielsen’s Marketing Budget Explorer is grounded by a sophisticated simulation and data engine that estimates the impact at any spend level. Results from Marketing Budget Explorer are supported by Nielsen’s robust suite of Marketing Mix and planning tools. The insights delivered are informed by benchmark data, based off of other brands in a similar category, powered by Nielsen’s proprietary benchmark database that consists of over 40,000 measured marketing results, globally. Also available, is the option to use results from Nielsen’s custom marketing mix studies that measure the impact of a brands’ marketing efforts on sales.
Ketika digunakan dengan wawasan tolok ukur, Marketing Budget Explorer tidak terlalu banyak menggunakan sumber daya, sehingga keputusan berdasarkan data dapat diakses dengan mudah oleh merek dan pasar yang lebih kecil yang secara tradisional memiliki akses terbatas terhadap analisis. Penawaran terbaru ini melanjutkan visi Nielsen untuk membuat analitik canggih menjadi lebih mudah diakses oleh pemasar merek, pengambil keputusan eksekutif, tim wawasan, dan mitra agensi, untuk pengambilan keputusan sehari-hari.
Busignani melanjutkan, "Dengan diluncurkannya Marketing Budget Explorer, kami menempatkan kekuatan analitik ke tangan pengiklan atau manajer merek untuk membantu membuat data pemodelan bauran pemasaran lebih mudah diakses oleh para pengambil keputusan utama di perusahaan-perusahaan dengan berbagai skala. Nielsen telah membawa ke pasar berbagai produk analitik sehari-hari, memimpin upaya untuk mendorong efisiensi, pertumbuhan, dan otomatisasi yang lebih baik dalam pengambilan keputusan alokasi anggaran media. Kami sangat antusias untuk menghadirkan hal ini ke pasar sebagai sebuah blok bangunan dalam Connected System kami."
Nielsen’s Marketing Budget Explorer will be launched on a rolling basis to all markets, globally. Currently, benchmark insights are available in the U.S., Canada and select global markets, including Australia, U.K., France, Germany and Spain. For additional product information go to nielsen.com/marketingroi.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Contact
Genevieve Aronson: Genevieve.Aronson@Nielsen.com; 646-654-5742
