Nielsen and DBM Consultants launch profiling tool

DBM Atlas + Media Profiler combines DBM Consultants’ Atlas database with Nielsen’s consumer and media view (CMV) tool to create a profiling database for the banking, wealth management and insurance sectors.

The DBM Atlas + Media Profiler dataset includes more than 12,000 attitudinal, behavioural and media variables and will help companies carry out in-depth customer profiling, product development, consumer strategy, media strategy and sponsorship planning for priority audiences.

Insights that can be derived from the dataset include attitudinal, lifestyle behaviour, banking, insurance and wealth management purchase intentions, sporting passions and media consumption preferences.

Monique Perry, managing director, media and sports, for Nielsen Media Australia, said: “DBM Atlas + Media Profiler unlocks deeper understanding of key consumers specific to the banking, insurance and wealth management categories.

“In today’s rapidly changing world, this new dataset provides essential consumer insights including how to best reach and engage priority audiences to drive better return on investment.”

Kipling Zubevich, chief executive of DBM Consultants, said: “As budgets tighten and media consumption continues to fragment, it is critical these professionals have the most comprehensive view of the market possible.”