Unless the numbers reflect people, they’re just numbers
There is no mistaking the value of RPD and ACR, as they provide scale to measurement, but we know they were never intended to be used for measurement. Big data is reflective of devices, not of actual people.
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...
Smarter metrics, better content
At every step of building and maintaining a catalog, content sources and distributors need to know if they’re buying the right content, promoting the right content and if audiences are connecting with it.
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.
Embracing Democratized Identity Systems in a Cookieless World
Taking a democratized approach to identifiers can help marketers build direct relationships with their diverse consumer bases across platforms.
Understanding the Importance of People-Based Data in a Cookieless World
Furqan Hanif, VP, Digital Product Management, shares how brands can use data to stay relevant with consumers when third-party cookies are no longer an option.
Thriving Through Disruption Panel: A New Playbook for CPG & Retail Advertisers
Join CPG and Retail industry experts from Nielsen, Quotient and our guest Forrester Research for a lively and insightful on-demand discussion on how consumer behaviors are shifting and what it takes to build marketing strategies resilient to change.
‘Tis the Season for Customer Intelligence
With the holidays fast approaching, CPG advertisers will soon need to navigate a new normal of COVID-19 during what’s typically their busiest season. They’ll need the right customer intelligence data to design strategic campaigns and connect with shoppers.
Artificial Intelligence is the Link Between Big Data and Persons-Level Measurement
Truth in measurement has never been more important than it is today. Therefore, truth is our only agenda. But arriving at that truth has never been more complicated. While many view big data as a panacea for measurement in a digitally rich world, we know it’s not that simple.
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.