Agility is key for marketers amid the convergence of brand and acquisition
In concert with the launch of Nielsen’s 2022 Annual Marketing Report, we spoke to Jamie Moldafsky, Nielsen’s chief marketing and communications officer, about the importance of brand, the intersection of brand and acquisition, understanding full consumer journeys and the value of scalable data...
The not so hidden problem with big data sets
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Combating the Long Tail with Data Science
You don't have to look far to see rapidly growing or already mature 'disruptors' in retail and manufacturing, but the long tail of market disruption goes way beyond that in today's age of consumer disloyalty.
The Science to Make Sense of Big Data
The data generated by our day-to-day activities can help brands and marketers understand consumer needs and drive growth for their businesses. But first, they need to make sense of all the data.
Quality Data Equals Truth Sets, and Nothing Less
AI is enabling companies to better understand how consumers are shopping, why they shop and most importantly, predict what consumers will buy in the future. This is fundamentally shifting how companies explore product development cycles, pricing models and understandings of how to change the minds...
Truly Open or Simply Ajar
At Nielsen, we have a clear view of open, one that is not ajar or a “bit more open.” To us, open means exactly that—open. We define open as the ability to use different parties and types of data, models to enrich and applications to consume and take action.
6 Reasons Why Marketers Need Granular Measurement
Granularity matters to marketers because it gives them the ability to distill huge chunks of marketing activity so that you can understand the smaller components.
Data-Driven Marketing is in the Details
With so many DMP vendors fighting to stand out, it’s no surprise that many marketers aren’t able to truly differentiate the competing solutions. And to be fair, from an eagle’s eye view, I don’t know that there is a way to.
Achieving Ambitious Outcomes with Data Science
Marketers today have more than enough data available to them, but they’re looking for better ways to use and connect their data sets to gain deeper, more valuable insights.
Retail Q&A: Why Retailers Can’t Afford to Ignore Analytics
Digital adoption is sweeping the globe. The uptake of mobile devices and increasing access to the internet have huge ramifications for businesses in all industries. Retailers can’t afford to ignore this new reality.