Insights

Solving the Marketer’s Dilemma

How do you determine the right amount to spend on marketing and how to allocate it across different program options? If you’re finding it difficult to determine a marketing budget you feel confident in, you’re in good company.

Case Study: The Economist Proves the Power of Marketing

When The Economist sought to expand its subscriber base in the U.S. and U.K., the company turned to Nielsen to better understand which of its tactics were working well, and how to best allocate its growing marketing budget to maximize subscriptions going forward.

Going Against the Grain

In this report, we share our learnings and best practices for developing an assortment strategy that supports the entire category and, ultimately, delivers greater returns.

Perspectives: The Easier Way to Drive Higher Marketing ROI

With the advancements in big data, advertisers know more about consumers than ever before. And yet, they’re still challenged with how to drive the greatest return for their marketing budgets. And we all know what happens when executives don’t see the ROI they’re expecting—they cut budgets.

Design Impact Award Chronicles: 2017 Edition

The Nielsen Design Impact Awards highlight the considerable impact that effective package design can have. The inaugural awards recognized seven successful package redesigns in the FMCG space—ones that helped drive significant increases in brands’ bottom lines. These are their stories.