Objective: Provide a basic understanding of data integration and data storage technology to increase our technology competency and better service clients.



Data is the core of our business at Nielsen and just as Mitch Barns said best

"Nielsen is a Measurement Company".


With this in mind, it's important that we learn more about data technology and understand what our clients are asking.

In this micro learning, we'll cover the concepts of Data Integration and Storage from the perspective of our clients.

Review this video to understand the importance of data storage and integration for our clients!




Knowledge Check

  • File
    Storage structure for text or binary that is stored in series.
  • Database
    Structured collection of data such as relational data structure that incorporates multiple tables, schema, and relations.
  • Integration
    Process of combining disparate databases from multiple sources into a single database.


Data Warehouse

Watch this video to learn why clients are utilizing Data Warehouses

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A Data Warehouse acts as a central repository for an organizations’ stored data.  The data is uploaded from functions across the business including: sales, operations, finance, other functions and often includes Nielsen data.

Data included in client databases is extracted from those primary data sources and loaded into a data warehouse.  This process, known as ETL (Extract, Transform and Load) results in harmonized data for our clients.


Data Warehouses are used by clients to aggregate data to ensure the following attributes:

Vendor Examples:

1) Oracle - Date Warehouse

2) IBM - LDW - Logical Data Warehouse


Further Reading:

1) Data Warehouse Definition

2) Data Warehouse guide

How would you handle this client situation?

Data Lake

What is a data lake and why do clients use one? Check out this video to learn more.


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Vendor Examples:

1)EMC Data Lake

 2) Microsoft Azure Data Lake

Further Reading:

1) Top 5 Differences between Data Lakes & Data Warehouses


How would you handle this client situation?

Nielsen Support

We offer support extracting Nielsen data. We also offer services to harmonize and integrate wider data sets that a client may be hosting in a Data Warehouse or Data Lake.

Reach out to your BTS Business Partner or solutions expert for support.


Knowledge Check

Data warehouses and data lakes are not mutually exclusive, but are often used cooperatively.  Use cases exist of using a data lake to 'pool' all forms of data in conjunction with a data warehouse to structure and integrate selected data for business use. 

Our clients have different uses for data, therefore it’s important you understand their strategy to recognize and recommend the best solutions.

  • Data Warehouse
    An enterprise wide repository for structured and processed data. Data within this structure is harmonized.
  • Data Lake
    A large scale repository for unstructured, semi-structured, and structured data. Data is not harmonized.
  • ETL
    Process to harmonize data, standing for Extract, Transform, and Load.


Data Cloud

Our clients are structuring their data in a data warehouse or data lake, but where does the cloud fit in?

A Data Cloud is a where data is housed and serviced. Databases and files are stored on local servers at our clients offices (traditional method - on premise) or offsite on cloud storage servers (public or private cloud), where clients would pay a fee to access the servers, like a utility.

Let’s demystify what a 'cloud' is to understand our clients questions.


Check out this video below.


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1) Microsoft Azure Cloud.

2) Amazon Web Services

3) SalesForce

Learn More

There are many forms of cloud services such as Software-as-a-Service, Data-as-a-service, Infrastructure-as-a-Service and Platform-as-a-Service.

Check out the MyLearning Digital Training module: Understand Digital Technology - Sync course to learn more. (course  ID  |   010-UDL100-DGTL   |   Online Course)

Nielsen is also moving to the cloud in the way we service our clients. Our new global platform, the connected buy system, will be based in the cloud. To learn more about the platform and read through an FAQ section - check out this Connected Buy System link.

Additional Resources:

1) Seven common uses for Cloud Computing

2) Learn more about cloud computing - PC Mag


What's Next?!

Congratulations! You have completed the  Data Integration & Storage micro-learning!  We encourage you to share your knowledge with your Nielsen colleagues.

Upcoming microlearning modules on technology:

  • Platforms & Ecosystems
  • Data Delivery & Visualization