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Nielsen Marketing Cloud and i2c Collaborate to Bring Marketers Comprehensive U.K. FMCG Audiences for Use with Programmatic Media

4 minute read | September 2016

London – Sept. 15, 2016 – Nielsen Marketing Cloud today announced an insight collaboration with i2c, the unique partnership between Sainsbury’s and Aimia (owner of the Nectar programme) that specialises in data-driven insights and strategies designed to influence shopping behaviour, build brand loyalty and enhance the shopping experience for customers. This data combined with the Nielsen Marketing Cloud’s comprehensive Nielsen consumer and media data enables brands to gain a complete omnichannel view of customers across hundreds of key characteristics. Marketers can leverage this data to plan, activate and analyze their marketing campaigns across media, improve the relevance of their customer messages, and more reliably analyze campaign results.

The Nielsen Marketing Cloud and i2c worked together to support Carling’s national “Great British Moments” campaign, which resulted in a 19% sales uplift and an impressive 4.1X campaign ROI attributed to this collaboration. The Carling campaign used programmatic media to raise Carling’s brand awareness, bolster non-seasonal sales, drive incremental sales among existing and new customers, and re-engage lapsed shoppers.

The Nielsen Marketing Cloud data science team did this by modelling and scaling audiences across programmatic media based on dozens of Carling’s key customer characteristics using in-store and online purchase data from Sainsbury’s Nectar Collector loyalty program run by AIMIA, the largest loyalty card provider in the U.K. Sainsbury’s is the U.K.’s second-largest chain of supermarkets. i2c evaluated and reported on the in-store and online sales impact attributed to the campaign.

“The collaboration of i2c and The Nielsen Marketing Cloud has proven the impact that data-driven programmatic audience buying can have on in-store and online sales for a brand. Our award-winning Carling campaign illustrated that,” said Matt Bennathan, VP and Managing Director of Nielsen Marketing Cloud, Europe. “The Nielsen Marketing Cloud has the richest U.K. data available and is a perfect partner for Nectar’s loyalty card data. We can programmatically engage digital audiences at scale and close the loop, providing strong, measurable sales results.”

Andrew Muzzelle, Digital Media Director at Aimia said. “We’ve been able to drive significant consumer engagement and meaningfully impact sales for Carling. With The Nielsen Marketing Cloud, we access accurate modelling based on all the relevant characteristics that make up a brand’s customer and reach them at scale programmatically.”


Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit

About Nielsen Marketing Cloud

Developed from Nielsen’s eXelate acquisition, the Nielsen Marketing Cloud empowers brands, agencies and media companies to connect more deeply with customers by combining Nielsen’s world-class data, analytics, media planning, marketing activation and data management platform (DMP) capabilities in a single cloud platform. Nielsen Marketing Cloud clients gain exclusive access to granular Nielsen data, which powers audience insights at a much higher degree of detail than is available anywhere else.  Marketing outcomes include a deeper understanding of consumers, more effective messaging across devices, and superior ROI analysis and campaign optimization capabilities.   

About i2c

i2c is a unique partnership between Sainsbury’s and Aimia (owner of the Nectar programme). We help define a customer’s relationship with a brand. By going deeper, broader and further we can see what makes your customer tick. And by understanding their behaviours, opinions and decisions, we bring you closer to those who matter most.  We join together our rich customer data and the diversity of our shopper marketing channels – from online through to car park six-sheets, in-store tasting through to Coupon at Till – giving brands the most granular customer insight alongside a full suite of marketing solutions.

For more information, visit


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