London – Sept. 15, 2016 – 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 Cloud’s 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 Carling’s national “Great British Moments” 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 Carling’s brand awareness, bolster non-seasonal sales, drive incremental sales among existing and new customers, and re-engage lapsed shoppers.
Il team di data science di Nielsen Marketing Cloud ha realizzato questa operazione modellando e scalando il pubblico sui media programmatici in base a decine di caratteristiche chiave dei clienti di Carling, utilizzando i dati degli acquisti in negozio e online del programma di fidelizzazione Nectar Collector di Sainsbury's gestito da AIMIA, il più grande fornitore di carte fedeltà del Regno Unito. i2c ha valutato e riportato l'impatto sulle vendite in negozio e online attribuito alla campagna.
"La collaborazione tra i2c e Nielsen Marketing Cloud ha dimostrato l'impatto che l'acquisto programmatico dell'audience basato sui dati può avere sulle vendite in negozio e online di un marchio. La nostra pluripremiata campagna Carling lo ha dimostrato", ha dichiarato Matt Bennathan, vicepresidente e amministratore delegato di Nielsen Marketing Cloud, Europa. " Nielsen Marketing Cloud possiede i dati più ricchi del Regno Unito ed è un partner perfetto per i dati delle carte fedeltà di Nectar. Possiamo coinvolgere in modo programmatico il pubblico digitale su scala e chiudere il cerchio, fornendo risultati di vendita forti e misurabili".
Andrew Muzzelle, Digital Media Director di Aimia, ha dichiarato. "Siamo stati in grado di stimolare un coinvolgimento significativo dei consumatori e di avere un impatto significativo sulle vendite di Carling. Con The Nielsen Marketing Cloud, abbiamo accesso a una modellazione accurata basata su tutte le caratteristiche rilevanti che costituiscono i clienti di un marchio e li raggiungiamo su scala programmatica".
SU NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen 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, 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.
Circa Nielsen Marketing Cloud
Developed from Nielsen’s eXelate acquisition, the Nielsen Marketing Cloud empowers brands, agencies and media companies to connect more deeply with customers by combining Nielsen’s 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. Marketing outcomes include a deeper understanding of consumers, more effective messaging across devices, and superior ROI analysis and campaign optimization capabilities.
Informazioni su i2c
i2c is a unique partnership between Sainsbury’s and Aimia (owner of the Nectar programme). We help define a customer’s 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. We join together our rich customer data and the diversity of our shopper marketing channels – from online through to car park six-sheets, in-store tasting through to Coupon at Till – giving brands the most granular customer insight alongside a full suite of marketing solutions.
For more information, visit www.i-2-c.co.uk
Contacts
Alison Lock: alison.lock@nielsen.com; 07767618978Brett House: Brett.House@nielsen.com; 646-380-4337
