NEWS26 June 2015

Nielsen expands analytical services

News North America

US — Nielsen has announced that it is expanding the analytical services within its Buy business .

The measurement company will roll out two new platforms that will cater to “middle market company needs”.

Marketing ROI Snapshot is offered as an alternative to Marketing Mix analysis, while Revenue Management & Optimisation (RMO), which aligns “analytic-driven decision-making with the complete selling process”, has been expanded.

“In 2015, RMO has evolved to four different service levels that vary in depth of  promoted product customisation to fit our clients’ evolving trade improvement process – each of these service levels provides a total category perspective,” said Doug Bennett, senior vice president of Sales Effectiveness at Nielsen. 

“We have developed these various options because brands large and small should have the opportunity to become more effective in their promotion spend.”

Marketing ROI Snapshot and the expansion of RMO will become available to Nielsen clients in the fourth quarter of this year.