NEWS21 September 2016

Nielsen and Vision Critical form alliance

News North America

US — Nielsen and Vision Critical have formed a strategic alliance, which will see Nielsen’s data integrated with Vision Critical’s platform. 

The first of a number of planned future offerings is the connection of Nielsen’s measurement data of what people watch and buy to insight communities powered by the Vision Critical platform. 

Clients of the integrated offer will be able to receive profiles of their insight community on demographic variables, as well as up to 500 other behaviours that Nielsen captures. Using Nielsen Marketing Cloud, audiences within the insight community can be reached at scale across multiple channels, in order to gain a more comprehensive view of their interactions with a brand. 

“We are excited about the opportunity to increase the ways in which we connect with consumers through our alliance with Vision Critical, whose consumer-centric approach to driving value with clients is a natural complement with Nielsen’s consumer-centric approach to measurement," said Lynda Clarizio, president of US Media, Nielsen (pictured). 

"Measurement and analytics each hold value, a value that is enhanced when the two are connected. Nielsen’s gold-standard approach to measurement helps clients measure performance and provides them the needed insights for crucial decision making. But analytics are also a key tool in this process, unlocking the reasons behind performance and determining next steps for improvement.”