Nielsen Marketing Cloud 将世界一流的数据、管理工具和分析应用整合到一个目的地，让营销人员更有效地管理营销支出
纽约州纽约市--2016年4月12日--尼尔森今天发布了Nielsen Marketing Cloud ，使客户能够更有效地跨平台向客户提供相关营销。它将只有尼尔森才能提供的消费者和媒体数据与世界一流的营销激活和分析应用整合到一个平台中。Nielsen Marketing Cloud ，实现跨战术的持续营销优化，从而使营销人员花费更少的时间来连接点，花费更多的时间来做出决策，从而推动底线结果。
Nielsen Marketing Cloud 执行副总裁 Mark Zagorski 说："数据在提高营销效率方面发挥着前所未有的重要作用，但集中管理和使用这些数据的复杂性也随之增加，""Nielsen Marketing Cloud 是唯一能为营销人员提供高度准确和可扩展数据的解决方案，营销人员可通过一个易于使用的集成系统跨平台和设备规划和激活营销活动并分析其影响。"
Nielsen Marketing Cloud 目前正在尼尔森客户中实施，这些客户涉及食品和饮料、个人护理、宠物护理、葡萄酒和烈酒、数字媒体、电影、广播、户外和零售等垂直领域，应用于数字和离线营销。它提供了建立和维持成功的跨渠道客户参与战略所需的所有核心功能。
“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.”
Nielsen Marketing Cloud 使客户能够管理以下营销流程：
- 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
尼尔森客户取得了显著成效：
- 一家领先的 CPG 客户通过利用第一和第三方在线和离线数据来识别和吸引产品类别的失效买家，从而将客户获取的投资回报率 (ROI) 提高了 4.1 倍。
- 一家排名前 5 的汽车原始设备制造商 (OEM) 合作伙伴通过先进的受众建模技术识别出潜在的试驾客户，从而将 eCPA 降低了 20
- 一家主要的 CPG 客户发现了与其最佳客户具有相同关键特征的潜在客户，并通过改进媒体分配和受众细分，实现了 48% 的销售额提升
Nielsen Marketing Cloud的核心应用程序集包括尼尔森数据管理平台（DMP）和 DaaS、多点触控归因（MTA）、针对汽车、CPG 和零售的机上分析，以及与 150 多个第三方媒体和内容激活及优化应用程序的集成。所有应用程序均可实现跨平台分析和集中数据访问。其他尼尔森和第三方应用程序，包括用于跨平台媒体规划的尼尔森媒体影响（Nielsen Media Impact），将在未来几个月内集成。
关于尼尔森
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 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.
关于Nielsen Marketing Cloud
Nielsen Marketing Cloud 是尼尔森收购 eXelate 后开发的，它将尼尔森世界一流的数据、分析、媒体策划、营销激活和数据管理平台（DMP）功能整合到一个单一的云平台中，使品牌、代理商和媒体公司能够更深入地与客户建立联系。Nielsen Marketing Cloud 客户可独家访问细粒度的尼尔森数据，这些数据可提供比其他任何地方都要详细得多的受众洞察力。 营销成果包括对消费者更深入的了解、更有效的跨设备一对一信息传递，以及卓越的投资回报率分析和营销活动优化能力。
For more information, visit www.nielsen.com/nielsenmarketingcloud
联系方式
Brendan McCarthy, brendan.mccarthy@nielsen.com, +1-646-654-8850Alana Johnson, alana.johnson@nielsen.com, +1 646-654-8391
