WELCOME: To Nielsen Marketing Effectiveness

The Course Objectives:

Welcome to Nielsen

Welcome to Nielsen

WELCOME TO NIELSEN

Nielsen is a measurement company that fuses science and data so clients can understand what's happening today, what will happen tomorrow and how to act on this knowledge to deliver results that matter. 

“We’ve repeatedly turned challenges into opportunities because we have a clear sense of who we are, confidence in our long-term vision, and a proven ability to execute. We are a measurement company that fuses data and science to help our clients understand what’s happening today, what will happen tomorrow, and how to act on this knowledge to deliver results that matter. We are the science behind what’s next.”

 - Mitch Barns – Chief Executive Office - Nielsen

Mitch Barns, speaks at 2017 Launch Day about Measurement, Collaboration, Application & Execution. The Ideal Team Player. Nielsen Core Values and the history of Nielsen. 

Nielsen - A Brief Timeline


Nielsen Measures What People Watch & Buy

Buy

Manufacturers and retailers of fast-moving consumer goods depend on Nielsen to equip them with high-quality measurement of market share and sales across brick and mortar stores and e-commerce platforms. Our measurement and analytics are embedded in the operating disciplines of our clients, helping them to make smarter, faster business decisions that drive results.

Watch

Nielsen provides media and advertising clients with necessary, thirdparty, independent measurement of the Total Audience across all screens, devices, and platforms on which consumers access content. The Nielsen ratings are often referred to as “currency” in the media buying and selling process. Beyond measurement, Nielsen's Watch portfolio provides advanced analytics that fuel the marketplace and transacting of audiences across devices and content.

Nielsen Practice Areas

Nielsen Practices: A Client-Focused Approach to Value

The practices all start with the client and mirror the process our clients go through.  Our clients first need to understand who their most valuable consumers are, then they need to create products that resonate with these consumers, then they need to market to those consumers and lastly they need to get the product into the hands of those consumers.  The Path to Performance:

  • Enables business-outcome conversations with more senior clients focused on their business processes and needs
  • Illuminates what clients need to do differently to drive performance, and how Nielsen is uniquely positioned to help them grow along the complete Path to Performance 
  • Provides all of us with a client-focused, consistent approach to creating value

Why do we have practices?  First, and foremost, to help our clients grow their business.  And when our clients' businesses grow, Nielsen grows.

It's a new way of doing business.  A mindset that aligns our thinking with that of our clients'.  When we think about our clients' problems in context of their broader business challenges, we focus on every solution, every conversation, every email… around the real business outcomes that we can provide.  Practices are important for everyone at Nielsen, whether you work directly with clients or not, for three reasons:

  1. It's important to understand the business model both our clients and Nielsen work against
  2. It's a way of identifying growth opportunities and everyone at Nielsen is responsible for driving growth
  3. It enables us to present One Nielsen – a company that’s easy to navigate internally & externally

Together, the practices form "The Path to Performance"– an end to end solution set that helps our clients identify and unlock consumer demand and drive performance for their companies.  To better understand our practices and how they work, click on a practice below:

The Path to Performance

At each step of the Practices framework, key client questions are answered:

  • Consumerization: Who are my most valuable consumers and how do I build innovation, marketing and in-store activities to capture them?
  • Innovation: How can I develop, price, package and promote breakthrough products to enhance my diverse portfolio?
  • Marketing Effectiveness: Is my content and advertising reaching, resonating and effectively delivering results with my intended audience?
  • Sales Effectivenesss: How can I systemically improve financial performance by delighting shoppers and optimizing price, promotion, assortment and shelf?

Marketing Effectiveness: The Intersection of Watch & Buy

What is Marketing Effectiveness: The 3 R's

Marketing Effectiveness

By connecting what consumers watch to what they buy, Nielsen is uniquely positioned to help clients know their audience and drive results. We combine unique data assets, data science, and technology to get to the heart of consumer behavior to help our clients increase efficiency and drive growth. Leveraging an unparalleled understanding of consumers – what they watch and what they buy –  advertising is made more precise, more effective, and as a result more valuable, serving the interest of both advertisers and media companies.

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Marketing effectiveness uses data sets from both the Buy Side and Watch Side of the business

Reach

Resonance

Reaction

Other Solutions Under Marketing Effectiveness

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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.