We recently announced a collaboration with JD.COM, one of the two largest B2C online retailers in China, allowing us to tap into the user base of their e-commerce platform. This adds a wealth of valuable data to our Multi-Touch Attribution (MTA) product, which connects consumers’ offline and online exposure and purchase data. By measuring all activity at the person level, our MTA solution provides our clients with measures of total ROI and the contribution of media touch points to ROI, as well as synergies and “what if” scenario analysis.
Through this exclusive data cooperation, we are now able to leverage the online behavioral data of JD.COM’s 236 million active users in order to track the full online shopping paths of consumers. We will now be able to better help our clients understand and leverage the most effective media touch points for better engagement with the consumer.
We co-hosted a kick-off event in Shanghai on July 25 for this ground-breaking collaboration and the launch of MTA in China. More than 500 attendees from top brands, agencies, media and industry thought leaders joined the event as Nielsen and JD.COM shared how MTA will offer a new level of clarity in understanding the consumer’s online path to purchase.
Vishal Bali, Managing Director of Nielsen China, opened the event with thoughts on how to fulfill the vast potential of e-commerce. Liu Zihao, VP of JD.COM, then spoke about the importance of Nielsen and JD.COM’s cooperation, which will build the foundation for incredible opportunity within connected commerce.
Tina Ding, VP of Nielsen China, Marketing Effectiveness, then offered insights on the true path of the online consumer, and how to leverage winning touch points. Finally, Eva Ng, VP of Nielsen Greater China, CPG and Retailer verticals, led a panel of senior executives from JD.COM, Publicis Media, MDLZ and Coca-Cola discussing the challenges and opportunities within the constantly evolving world of e-commerce and digital media.