NEWS13 April 2016

Nielsen launches cloud-based data integration tool

Innovations News North America

US — Nielsen has launched Marketing Cloud, a tool that integrates consumer and media data with marketing activation and analytics applications. 

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The tool is intended to enable ‘continuous marketing optimisation across tactics so marketers spend less time connecting the dots and more time making decisions that drive bottom-line results'.

It enables clients to conduct cross-channel media planning using Nielsen Total Audience data; connect to media and marketing platforms; and analyse how advertising and content affect consumer perception and purchase decisions, as well as evaluating the effectiveness of marketing spend. 

It is currently being implemented with Nielsen clients across a number of sectors. 

“Never before has data played a more important role in driving marketing efficiency, but the complexity of centrally managing and employing this data has grown as well,” said Mark Zagorski, EVP, Nielsen Marketing Cloud (pictured).

“The Nielsen Marketing Cloud is the only solution to provide highly accurate and scalable data for marketers to plan and activate campaigns across platforms and devices—and analyse their impact through one integrated easy-to-use system.”