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Nielsen’s Path to Total Consumer Measurement

Consumers today cross from in-store to online (and sometimes back again) as they browse and buy. For manufacturers and retailers across the consumer packaged goods (CPG) industry, understanding this ‘total consumer’—no matter where they shop—is an essential part of the success equation.

We’re committed to bringing Nielsen Total Consumer measurement to the CPG marketplace. That means we’re working to provide the CPG industry a comprehensive view of what is happening across the entire shopper journey by measuring consumers’ in-store, online and out-of-home purchases. Finding opportunities and growth along an increasingly digital path to purchase requires in-depth measurement of three key pillars in the online retail ecosystem—digital shopper insights, sales metrics and digital shelf analytics.

This week, we announced a new strategic alliance that will provide CPG companies with digital shelf analytics through access to Profitero’s Digital Shelf 360 suite. By expanding Nielsen’s e-commerce measurement capabilities through this alliance with Profitero, this combined measurement solution will give clients the metrics, framework and tools needed to successfully navigate the digital shopping ecosystem and grow their businesses. CPG firms will be able to better understand competitive product launches and promotions within the e-commerce landscape, as well as their ‘share of page’ on search results for all products at online retailers.

Profitero’s solution is the first and only to connect digital shelf business driver analytics with sales and share estimates through a modern, web-based analytics application. With coverage spanning more than 300 million products on 4,000 retail websites in over 40 countries every day, Digital Shelf 360 evaluates all e-commerce performance drivers including price, promotion, in-stock availability, search position, product content, and ratings and reviews. These unique and granular analytics allow CPG brands to identify and capitalize on their e-commerce sales to move beyond the ’what’ that simple online store audits provide and  actually improve their performance.

This collaboration is part of our larger efforts to expand our portfolio of e-commerce focused products and help satisfy the market’s growing need for Total Consumer measurement. In January, we joined forces with CGA Strategy to strengthen Nielsen’s on-premise market measurement. The result, Brand Index, provides robust bar- and restaurant-level data for beverage alcohol clients in key markets across the U.S. In February, we announced efforts to expand our e-commerce coverage in the U.S. by launching the first syndicated sales measurement service to get its information directly from retailers later this year. This solution will provide an integrated view of consumer insights, in addition to market measurement, through consumer-level purchase data.

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As we continue down the path of Total Consumer measurement, we remain dedicated to continually evolving our offerings and providing clients with the most robust consumer measurement capabilities.