Matt Krepsik, General Manager, Planning and Outcomes Products at Nielsen discusses why taking a democratized approach to identifiers will help marketers build direct relationships with their diverse consumer bases across platforms.
Without a doubt, the pandemic amplified changes in media consumption behavior, but many of the changes were underway when consumers began to quarantine in mid March 2020.
Without cookies, marketers will need to re-assess the sources and quality of their data to establish and maintain relevant relationships with consumers. Quality first-party data will be critical, but it won’t be enough on its own.
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.
While some may equate data science as pulling rabbits from hats, this thinking is misguided. But this is largely because the vast majority of people don’t understand the workings of data science.
It’s not practical, feasible or necessarily a good idea to try measuring consumer behaviors by engaging with as many people as possible. That’s where sampling comes in.
At Nielsen, we believe that our panels make our company stand out. We devote a great deal of time and resources to ensuring that our panels produce high-quality data. By combining big data with smaller data sets from carefully chosen and measured households, we believe that we provide a higher...
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.
Being able to measure in a way that fairly represents all races, ages, ethnicities and behaviors is crucial for the industry to transact with confidence. It’s also the only way to make sure that content choices reflect the diversity of a given station’s community.
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.