Make the Maximum Impact with your Marketing Dollars
Make the Maximum Impact with your Marketing Dollars
No matter the industry, marketers strive to get more return for their spending. But how should they allocate marketing to get the biggest bang for their bucks?
That’s where Marketing Mix comes in. Using statistical analysis to understand past trends and predict the future effect of marketing tactics on sales, Nielsen’s Marketing Mix solutions help you make smarter decisions when investing your next marketing dollar.
Nielsen Marketing Analytics
Features and Benefits
Faster Access to Insights
Nielsen can give you the fastest access to the most granular and robust data sets, on a global or store level—and everything in between. In near real-time, we can understand how different business drivers (like your marketing, pricing, promotion and trade activity) and even those you can’t control (like weather, competition and category trends) impact changes in sales. We’ll help drive smarter marketing decisions across products, markets, time and even consumer segments. This means your projects get off the ground faster and with more actionable recommendations, so you can perfect your marketing spend sooner.
Full Market View
Let’s be honest: Your marketing isn’t the only factor affecting a shopper’s decision to buy. Our models incorporate both marketing factors (media and distribution) and non-marketing factors (pricing, promotions, weather, seasonality, economic conditions, category trends, regulatory changes and competitive activities) to help you isolate what's really driving consumers' purchase decisions and figure out where you can influence them.
Our toolkit of Marketing Mix solutions allows you to seamlessly roll up and drill down to compare harmonized metrics across geographies and brands. And to activate strategies at the brand level, you can leverage Marketing Planner, our web-based reporting, simulation and optimization tool.
Investments in Innovation
We are continually seeking the latest, cutting-edge technology to ensure you have access to everything you need to make more informed and effective marketing decisions. From modeling synergies, long-term effects and effective frequency by media channel and campaign to accounting for digital's ever-increasing influence, we can help you consider every detail when creating your marketing plan. And from ensuring stable metrics across products, geography and time to comparing your results to global marketing return on investment (ROI) benchmarks, we help you evaluate your success—no matter your location. Our investments keep you at the forefront of the marketplace.
Our consulting teams take a holistic, customized approach to each project. This sensitivity to differences in client situations and needs has proved successful across consumer packaged goods (CPG), retail, financial services, technology, telecommunications, pharmaceutical and many other industries. Seasoned consultants with experience spanning 30 industries and more than 40 countries support our clients.
View some of our case studies below or contact us to learn more.
In just the past three years, a leading CPG client experienced marketing ROI growth—up 26% year-over-year—across all categories.
A leading mobile phone maker maximized sales within four weeks of its new product release, profitably shifting Digital pre-launch activity for next year’s planning cycle.
We developed marketing mix models and optimization solutions for a beverage manufacturer to measure and optimize ROI of all media vehicles (TV, print, digital, etc.) and sports sponsorship across a portfolio of 12 brands. The analysis identified opportunity to maximize volume growth for the portfolio and uncovered $27 million in incremental profit by re-allocating spend across brands and marketing vehicles with only a minimal increase in budget. The analysis also helped to uncover more effective and efficient tactics, especially digital, resulting in a
Using key insights from Nielsen Marketing Mix solutions, one major CPG company was able to uncover $133.4 million in incremental volume and cost savings across 24 brands in 2014. In particular, one brand tripled its TV ROI from 2011 to 2014 by focusing on message continuity and increasing efforts to improve cost efficiencies. With these cost savings, the brand was then able to embrace an opportunity to double its investment in print, which helped
We developed marketing mix models for a technology company that quantified marketing ROI in the U.S. for its consumer product business. The analysis identified marketing strategy opportunities to transfer $26 million in media spend from poor performing creative campaigns and toward better-performing campaigns, which
Marketing mix models helped a manufacturer of refrigerated and frozen packaged foods
opportunities across three main product lines. Reallocation of spending to the products and media that deliver the highest return on investment per industry benchmarks drove most of the incremental value.
For a major beverage company that spends more than $300 million in media each year, we uncovered over
and ROI improvements of approximately 20% using simulations and optimizations to reallocate spend across brand and media vehicles (TV, print, digital, etc.). We recommended that the company increase its focus on core brands and TV. Additionally, Nielsen identified opportunities for more efficient scheduling of TV advertising across the year and cost-savings from a higher share of 15-second ads.
Nielsen’s marketing mix studies
over the last five years for a large consumer product client. By focusing on changes to its media planning, Nielsen was able to suggest that the company adjust its advertising strategies to elicit higher return on investment.
- Nielsen TV: Where Digital Fits In to Today's Media Mix
- Uncommon Sense: The Case for Resonance
- The Pace Is Quickening: Marketers' Use of Digital Brand Advertising Grows
- The Value of Efficient Reach: Maximizing Campaign Audiences
- Uncommon Sense: Overcoming the Barriers to Superior Trade Promotion Effectiveness
- Real Returns: What Matters Most in Digital Advertising