Nielsen segmentation tool goes mobile
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US-- Nielsen has combined its mobile media targeting tools with its consumer segmentation product Prizm.
The creation of Mobile-Prizm is the firm's latest step towards integrating its mobile tools with broader marketing offerings, following in the steps of July's deal with Mediamark to combine mobile media usage information with data from the Survey of the American Consumer.
Kanishka Agarwal of Nielsen Mobile said: “Targeted customised analysis of mobile usage patterns for Prizm's 66 consumer segments allows advertisers to make more informed decisions about where to place mobile advertising.”
The Prizm segments are based on socioeconomic data such as income, age, race and occupation, and lifestyle attributes such as where people go on holiday, what car they drive and what their favourite brands are.
Author: Robert Bain
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