Nielsen partners with i2c on programmatic venture
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.”

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