Make the Maximum Impact with your Marketing Dollars
Make the Maximum Impact with your Marketing Dollars
No matter the industry, marketing professionals strive to get more return for their spending. But as big data gets bigger, measurement becomes more multi-faceted, and that’s confounding marketers seeking precise insight into their return on investment (ROI). So how can marketers precisely measure the full impact of their marketing effectiveness to get the biggest bang for their bucks?
That’s where marketing mix modeling and multi-touch attribution (MMM and MTA) come in. Using the most granular statistical analyses available to understand past trends and predict the future effect of marketing tactics on sales, Nielsen Marketing ROI solutions help you unlock your data to make smarter decisions when investing your next marketing dollar.
Nielsen Marketing ROI
Features and Benefits
Faster Access to Insights
Nielsen can give you the quickest access to the most granular and robust data sets—on a global or household level—and everything in between. With the largest MMM and MTA team in the world to tailor each engagement, we can leverage our unique data assets for more actionable recommendations that help drive faster, more precise and consistent marketing decisions across your organization.
Full Market View
Let’s be honest: Your marketing campaign isn’t the only factor influencing a consumer’s decision to buy. Our models incorporate both controllable factors (like your media, distribution, pricing, promotion and trade) and uncontrollable factors (like weather, economic conditions, competition and category trends) to help you isolate what's really driving purchase decisions and figure out where you can influence a potential buyer.
Our Marketing ROI toolkit allows you to seamlessly roll up and drill down incremental sales to compare harmonized metrics across products, geographies and modeling time periods. With access to regular and up-to-date reporting, forecasting and optimization capabilities, you can activate strategies within your business planning and decision-making processes in real time.
Investments in Innovation
Our investments in analytic best practices keep you at the forefront of the marketplace. We are continually seeking the latest, cutting-edge technology to ensure that you have the fastest access to everything you need to make more informed and effective marketing decisions. We’re more than a vendor—we’re an extension of your R&D team.
Our team of nearly 300 Marketing ROI consultants around the world take a holistic, customized approach to each project. This sensitivity to differences in client situations and needs has proved successful across not only consumer packaged goods (CPG) but also retail, financial services, transportation, technology, telecommunications, pharmaceutical and many other non-CPG verticals. 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.
Despite poor short-term performance, a global beauty company discovered long-term positive returns.
Leading CPG manufacturer identifies $35MM by optimizing retailer displays.
Global alcohol manufacturer uncovers $3B in potential profit via marketing budget reallocation.
Global automotive manufacturer validates need for more media dollars, increasing sales by 18%.
Words From Our Clients
partner for many years. They have developed a strong understanding of our business and go out of their way to seek answers to all our business questions. We value Nielsen’s vast expertise and experience across industries. Nielsen goes above and beyond delivering ROI and effectiveness measurements through ongoing consultation and recommendations of how to adjust our marketing mix to yield optimal results."
MERIAL, DIRECTOR OF MARKETING EFFECTIVENESS
A study including data from eight key accounts found that in 2015 the Nielsen Marketing Mix team uncovered more than
by optimizing the clients’ marketing mix.
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.
A major CPG manufacturer generated $138 million in additional retail sales from improved advertising efficiency over the last two years. Nielsen Marketing Mix solutions uncovered an
for the subsequent year.
- Webinar: What Drives Return on Ad Spend?
- Webinar: The Future of Marketing ROI - 30 Minutes to Understand the Future of Marketing Analytics
- Journal of Measurement
- Don’t Rob Peter to Pay for Paul: Striking the Balance with Innovation
- Nielsen TV: Where Digital Fits In to Today's Media Mix
- Uncommon Sense: The Case for Resonance
Constant budget pressures and an exploding array of consumer touch points have dramatically increased both the difficulty and the competitive value of getting one’s marketing mix right. There are new multi-touch attribution models for digital media that offer extraordinarily precise data, but their effectiveness in modeling the offline world is still a work in progress. What CMOs need to balance the full arsenal of marketing inputs is a way to combine the granular data available from these new digital models with the power of the best marketing mix models. Read more >
Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too. Marketing mix modeling closes the loop between marketing spend and bottom line results, and it shows the path to improved return on marketing investment. Read more >