NIELSEN DATA AS A SERVICE (DAAS)
CONNECT WITH THE RIGHT AUDIENCE & IMPROVE YOUR MARKETING IMPACT
MAXIMIZE CAMPAIGN ROI WITH SEGMENTS THAT FIT YOUR CAMPAIGN OBJECTIVES
Discovering the audiences that drive engagement and sales has never been more critical. Nielsen Data as a Service (DaaS) is offered via the Data Management Platform. What sets us apart from the competition is depth, quality, breadth and scale that Nielsen DaaS offers. All segments within Nielsen DaaS can be activated across Nielsen Marketing Cloud’s 300 integrated media and marketing platforms and helps you win the battle for consumer attention by providing access to Nielsen audience data across more than 60,000 segments globally.
You can customize your audience targeting strategy around highly granular consumer characteristics for high marketing impact, including demographics, psychographics, mobile, online, TV, over-the-top (OTT) TV and audio behavior, spending, store visits, basket size and product purchases.
You will also have access to a wide spectrum of audience data from our Nielsen Marketing Cloud partner network, including fast-moving consumer goods (FMCG), travel, telecom, retail, auto, finance and B2B audiences.
Nielsen Buyer Insights (NBI) segments enable you to reach audiences based on online and offline transaction-level data across all major credit payment network, including Amex, Mastercard, Visa as well as top four banks in the U.K. Reach audiences based on various spending levels (light, medium, and heavy buyers), across 46 categories including retail, restaurants, finance, tech, travel and more than 500 individual merchants.
Hotels & Motels
With years of purchase history, Nielsen homescan offers Europe’s latest data set with 108,000 brands, capturing an average 800,000 monthly FMCG transactions.
If you have access to consumers’ purchase behavior, you can activate your campaigns against the most high-value audiences and measure the impact of an ad campaign in real world terms: dollars at the register. That’s real return on ad spend.
Gain an unprecedented view of what audiences are watching across local and national markets on linear TV, on-demand and DVR with over 1,000 pre-built TV segments available globally within the Nielsen DMP, the industry’s first person-level TV data management platform. You can now engage consumers online based on what they watch, when they watch and how often they watch. Our segment categories go across streaming services, OTT services, networks and shows, video-on-demand, TV genre/daypart and viewers of your competitors’ ads. Nielsen U.K. TV viewing segments are created using Nielsen’s industry-leading deterministic panel data based on a verified correlation between how people watch TV and how they behave online.
With the Nielsen DMP, you can activate our TV data in real time (200 milliseconds) across dynamic personalization, content management, programmatic, search, social, email, video, mobile and over-the-top platforms.
Understand the personality of your customers and prospects to effectively forecast behavior with the largest personality database in the world. Our personality data is gathered through the Nielsen Marketing Cloud VisualDNA Personality Survey, which has been taken by more than 40 million individuals globally.
The survey is a non-incentivized psychometric assessment that triggers emotional and subconscious reactions from respondents. It is based on 30 years of personality psychology research in combination with new methodologies developed alongside scientists from the University College London, Cambridge University and Columbia University.
The core of the survey is the OCEAN Big Five Personality Model. The methodology was developed by leading researchers in the field of psychology. It rates individuals on openness, conscientiousness, extraversion, agreeableness and neuroticism—with each of the traits breaking down into multiple facets.
|OCEAN TRAIT||LEVEL||SHOPPING MOTIVATION|
|Open to ideas and willing to try new things|
Go with what they know and are loyal
|Think carefully about every purchase|
|Showcase their purchases|
Private, independent and value comfort over style
|Empathetic, giving and buy for others|
Calculating and look for personal gains
Blase and confident
BEHAVIORAL AND DEMOGRAPHIC
eXelate segments, Nielsen’s proprietary and highly curated mix of offline and online data, are sourced from more than 200 anonymous data providers which are carefully audited against our data quality and recency standards before being added to the Nielsen Marketing Cloud ecosystem. They include credit card companies, socio-demographic compilers, consumer panels, shopping engines, retail transaction aggregators, business directories, e-commerce and retail data co-ops. The eXelate data pool spans multiple behaviors and audiences which include: eXelate Demographic, eXelate Intent, eXelate Interest, eXelate B2Bx, and eXelate Smart Segments.
How can you best connect with auto shoppers at the right time and with the right message? Our auto segments empower you to reach your desired digital audiences at any point during their decision-making process. We break them out by brand affinities, feature preferences, buying stage, and services purchasing habits to help you convert prospects more effectively.
These segments are derived from a combination of our most granular purchase and survey-based data sources—eXelate Auto: Interest and intent data that captures online browsing behaviors provided by leading automotive shopping sites
Consumers now have a wealth of consumer-generated information at their fingertips. What links have they shared? Which products have they searched for? As consumer behaviour is changing rapidly, how can you best understand the consumer profiles to nurture brand loyalty and drive demands? The Nielsen marketing cloud social segment data is powered by Nielsen’s trusted social sharing partners, who cover a large number of independent sources of online, real-time interest and intent data. These proprietary networks capture consumer’s behavior (i.e., what they search for, what they click on, what they view, and what they share). By also leveraging Nielsen’s own proprietary behavioral signals such as FMCG, psychographics, this data set is enriched to capture real-time engagement and unique, authentic consumer profiles
TAKE YOUR CAMPAIGN FURTHER
Access data from hundreds of data providers, spanning every major vertical.
With more than 400 data providers across FMCG, travel, shopping, auto, finance and B2B, Nielsen Marketing Cloud’s DaaS application is one of the largest sources of data, derived from both online and offline sources. More importantly, it provides you with extremely actionable data that can be easily integrated into media plans to drive better campaign results.