作为营销技术和受众洞察领域的领导者，以及消费者购买路径领域的权威，尼尔森在2019年DX3大会上占据了中心位置。DX3是加拿大身临其境的数字营销和零售盛会，来自世界各地的业内精英在会上展示了他们的能力，并重点介绍了来年的发展趋势。
第一天，尼尔森媒体集团执行副总裁达米安-加巴乔（Damian Garbaccio）在主会场发表演讲，讲述了如何利用营销技术的下一步发展、跨屏受众参与以及量化广告影响。他概述了行业的重大变化，如平台主导地位、联网电视和相关技术提供商的增长，这些变化使品牌传递一致信息的能力变得更加复杂，从而强调了品牌必须走在快速发展的受众行为之前的原因。要在这一领域取得长足进步并非易事，但营销人员必须拥抱变化，才能持之以恒。
达米安向听众介绍了品牌利用数据掌控命运的三种方法。首先，他们必须利用所有数据来源来增强客户档案，然后进行调整和优化，以便了解受众的所有互动，最后是衡量结果。至关重要的是，所花的钱要充分发挥作用，并为所有利益相关者部署问责制。营销人员必须投资于下一代工具（即多触点归因），以衡量营销支出的效果和投资回报率（ROI）。这些方法与包括规划、激活和衡量在内的端到端框架相结合，可以帮助品牌适应并跟上不断变化的市场力量。
DX3 also provided an opportunity for Nielsen to lend its voice to the conversation around agency innovation. Matan Bik, Director of Business Development for the Nielsen Marketing Cloud and Data Management Platform (DMP), participated in a panel called Agency 3.0. During the panel, Matan emphasized that the agency world is being disrupted by technical innovation and evolving consumer behavior like never before. Right now, project timelines are tighter, budgets are condensed and competition is fiercer than ever. According to Matan, “brands and their agencies need to work hard to amalgamate silos to drive value for their customers. Agencies are required to be much more transparent and showcase the ROI that they are providing. Brands want to know that for every $1 they’re spending they’re getting a $1.50 back.”
想要取得成功的机构需要不断发展和迭代。例如，一些机构成为很难在内部引进的领域和学科（如人工智能）的专家。其他机构则通过与数据提供商建立战略合作伙伴关系来增强自身能力，从而获得无与伦比的数据访问权。归根结底，客户需要全面、详细地了解他们的客户是谁，以及他们如何才能将客户进一步推向漏斗。
Nielsen’s final piece of participation at DX3 featured Cynthia Pachovski, Vice President, Advertiser Direct and Marketing Cloud, and Heather Garand, Director, Nielsen Marketing Cloud, who lead a workshop on organizational challenges to manage big data.
During the workshop, the duo provided steps for brands to make the most of their data and ultimately gain ROI. The first step requires structure. Cynthia and Heather outlined how crucial it is to remove data silos and ensure that data is safe in one place (DMP), then to organize it with a consumer-centric vision to make the marketing strategies actionable. The second step is to complement data with other data partners to fill the gaps and gain a holistic understanding of customers. This requires brands to think beyond demographic data and also include psychographic, behavioral and transactional data. From there, they need to activate by leveraging frequency capping and sequential messaging across platforms to reduce waste and engage customers at the right moments in their path to purchase. Brands must then optimize by adapting and iterating campaigns continuously in real time. Leverage AI to adjust to customer behaviors in real time and re-position dollars in-flight on tactics that are proven to perform the best. The last step is to measure. When the campaign ends, measure key performance indicators including who the program or ad reached, how did it change attitudes and how did it change behaviors?
DX3 将最重要的参与者聚集在最突出的趋势周围--从零售到营销创新，再到营销人员处理广告和客户体验的方式。尼尔森的出席不仅进一步提升了该公司在营销技术领域的知名度，还使品牌能够更有意义地利用其数据，进而产生更有影响力的投资回报率，最重要的是提高销售额。
Pictured above: Damian Garbaccio on the main stage of DX3 2019.
