Amplifying and Widening the Reach of Nielsen’s Buy Services
Nielsen announced the expansion of its analytical services within its Buy business. With proven success in helping CPG brands grow their business, Nielsen will be rolling out two new platforms that will cater to middle market company needs. Previewed at the Nielsen Consumer 360 conference in Washington D.C., Marketing ROI Snapshot and RMO solution expansion will provide marketing and sales effectiveness capabilities to a wider range of clients.
MARKETING ROI SNAPSHOT
Marketing ROI Snapshot is an alternative to a Marketing Mix analysis, delivered with high-level insights and more efficiently than the typical Marketing Mix study. This service is ideal for brands that are interested in understanding how their marketing mix performs, powered by the thousands of benchmark studies that Nielsen has conducted over the years. With Snapshot, clients can merge their brand details such as marketing spend, category, campaign timing or copy quality with Nielsen’s benchmark analytics. While this won’t deliver the breadth and depth of results as Nielsen’s best-in-class Marketing Mix Models, clients will have the ability to evaluate an expected range of ROIs to help guide marketing initiatives and objectives.
REVENUE MANAGEMENT & OPTIMIZATION (RMO)
Revenue Management and Optimization aligns information-rich, analytic-driven decision making with the complete selling process to improve the effectiveness of a brand’s everyday pricing and trade promotions. When optimized, a coordinated strategy (from headquarter guidelines to retailer-specific joint business plans) will significantly increase spending efficiency, drive more incremental sales and maximize financial impact for a brand and its retail customers. Nielsen will now provide access to a full suite of options that balance speed and customization to fit client needs regardless of organization size.
Nielsen’s new services, Marketing ROI Snapshot and the expansion of RMO, will begin to roll out to Nielsen clients starting in the fourth quarter of this year.