NEWS19 September 2016

Nielsen partners with i2c on programmatic venture

News Retail UK

UK — Nielsen is collaborating with Sainsbury’s and Nectar card owner Aimia's partnership i2c on a venture to demonstrate the impact of digital ads on shopping behaviour. 

Food shopping

Nielsen Marketing Cloud’s consumer and media data will be combined with i2c’s shopping data in order to provide an omnichannel view of customers across hundreds of characteristics. 

Marketers can then use this data to plan, activate and analyse marketing campaigns across media, as well as to improve the relevance of ad messages and better analyse campaign results. 

According to the announcement, the Nielsen Marketing Cloud and i2c worked together to support a ‘Great British Moments’ campaign from Carling, resulting an a 19% sales uplift and improved campaign ROI. This was done by modelling and scaling audiences across programmatic media, based on a number of Carling’s key customer characteristics using purchase data from Sainsbury’s Nectar loyalty programme. i2c then evaluated and reported on the in-store and online sales impact attributed to the campaign. 

“The collaboration of i2c and The Nielsen Marketing Cloud has proven the impact that data-driven programmatic audience buying can have on in-store and online sales for a brand,” said Matt Bennathan, VP and managing director of Nielsen Marketing Cloud, Europe.

“The Nielsen Marketing Cloud has the richest UK data available and is a perfect partner for Nectar’s loyalty card data. We can programmatically engage digital audiences at scale and close the loop, providing strong, measurable sales results.”