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.”
Il database Nielsen di studi sul ROI del marketing mostra che il ritorno medio delle attività di marketing è di soli 0,70 dollari per 1 dollaro speso, il che significa che gli sforzi di marketing stanno ottenendo un ritorno inferiore alla spesa e che i team di brand rischiano di perdere profitti e budget di marketing. Per preparare il mercato a un ritorno positivo, Marketing Budget Explorer di Nielsen aiuterà gli utenti a ottimizzare l'allocazione del budget di marketing in vari scenari, a prevedere i risultati, a identificare percorsi di crescita redditizi, a esaminare l'allocazione del budget tra i diversi marchi di un portafoglio e a modificare e testare facilmente i piani, in qualsiasi momento e ovunque.
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.
Se utilizzato con gli insight di benchmark, Marketing Budget Explorer richiede meno risorse, rendendo le decisioni basate sui dati altamente accessibili per i marchi e i mercati più piccoli che tradizionalmente hanno un accesso limitato agli analytics. Questa nuova offerta prosegue la visione di Nielsen di rendere le analisi sofisticate più accessibili ai brand marketer, ai decisori esecutivi, ai team di insight e alle agenzie partner, per le decisioni di tutti i giorni.
Busignani continua: "Con il lancio di Marketing Budget Explorer, mettiamo la potenza dell'analisi nelle mani dell'inserzionista o del brand manager per contribuire a rendere i dati di modellazione del marketing mix più accessibili ai principali responsabili delle decisioni all'interno delle aziende di tutte le dimensioni". Nielsen ha introdotto sul mercato un flusso costante di prodotti analitici di uso quotidiano, guidando la spinta a promuovere una maggiore efficienza, crescita e automazione nel processo decisionale di allocazione del budget dei media. Siamo entusiasti di portare questo prodotto sul mercato come elemento costitutivo del nostro Connected System".
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.
SU 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
