Nielsen and eXelate strike data partnership
Household data from Nielsen’s Prizm, P$ycle and ConneXions segmentations systems will be added the anonymous interest and purchase intent data captured from the 150 million unique monthly visitors that are part of the eXelate exchange.
Prizm groups American consumers based on demographics, lifestyles, shopping patterns and media preferences, P$ycle classifies households into 58 types based on demographics and financial behaviour and ConneXions aligns consumers into 53 segments by demographic and consumer technology adoption patterns.
Dwight Green, Nielsen’s vice president of digital media, said: “With the growing use of traditional data to reach precise online audiences, Nielsen’s segmentation expertise brings tremendous value to brand marketers through eXelate’s market innovating exchange. Major brands and agencies have relied on Nielsen data for over 35 years, and as those advertising dollars move increasingly online, they now have a familiar, common language to help ensure their messaging is delivered to their exact audience.”
In late 2009, Nielsen struck a deal with DataLogix to add Prizm data to the firm’s online Affiniti Data Platform and last month information from the segmentation system was added to the Mobclix mobile ad exchange.

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments