Nielsen Annual Auto Marketing Report: Drive Connections with Multicultural Consumers
When it comes to deciding to buy a new vehicle, multicultural consumers follow a unique and distinct path-to-purchase. Understand how these shoppers stand apart when they embark on a journey to purchase a new vehicle to use ad dollars as wisely as possible.
A Pandemic Dilemma: Stop Advertising or Maintain Brand Equity Through a Cause
Consider this: Advertising cuts could mean an extended recovery period for the media market. Brands that go totally dark for the rest of 2020 could be facing revenue declines of up to 11% in 2021.
The Importance of Incremental Lift
See why measuring incremental lift helps you make a direct connection between your advertising efforts and actual sales and prove the value of your marketing.
How Multi-Touch Attribution Helps Brands Master the Multiverse
The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and...
The Database: Deciphering Digital's Role in Cross-Platform Advertising
In this episode, Marissa McArdle, VP, Product Leadership, Nielsen, and Leslie Pitterson, VP, Media Communications, Nielsen Global Media, explore the role that digital plays in today’s ad landscape.
Eight Best Practices for Implementing Multi-Touch Attribution
Savvy marketers realize the benefits of omnichannel marketing. They use sophisticated tactics to engage their best customers and prospects wherever they are—online, on their phones, watching video or TV, or out of home.
Four Best Practices for Maximizing Marketing Effectiveness
As consumer expectations and demands continue to evolve, marketers must keep pace. To create the best consumer experiences and the greatest returns for their business, they must pursue an audience-centric approach to marketing and advertising that puts the customer at the center of everything they...
Shifting Gears: Why Automakers are Embracing Multi-Touch Attribution
Buying a car is a long process that requires marketers to strike a balance between consumers’ wants and needs, and the marketing and advertising touchpoints that will have the greatest influence along the way.
Methods & Models: A Guide to Multi-Touch Attribution
Multi-touch attribution eliminates biases by algorithmically allocating credit to every element of every touchpoint in the consumer journey, across marketing and advertising channels and tactics, according to its influence on driving a conversion event.
Cookies, Tags, Pixels and IDs: Measuring Customer Engagement
One of the frequently asked questions about the “plumbing” that enables the multi-touch attribution process to function is how individual users are tracked.