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Nielsen Renews Agreement with Visa to Measure Global Marketing Effectiveness

New York, NY – Sept. 30, 2019 – Nielsen and Visa have signed a multi-year contract extension to measure marketing return on investment globally across key regions. With this agreement, the world’s leader in digital payments will use Nielsen’s Marketing Mix Modeling solution to gain greater visibility into both marketing performance and other business drivers to optimize marketing investments on an ongoing basis.

Visa has been a Nielsen client since 2013, during which the initial U.S. engagement expanded to include Asia-Pacific, CEMEA (Central Europe, Middle East and Africa) and other key regions. Nielsen’s data and models have informed decisions related to recognized campaigns, such as its Money Is Changing initiative and the global rollout of It’s Everywhere You Want to Be, among others. Visa is leveraging the solution to discover which marketing channels and tactics are most effective, and what the ROI of marketing spend is by initiative and country. 

“Understanding what drives share of wallet can be extremely difficult in an organization as diverse—both in product offerings and geographical footprint—as Visa,” said Lana Busignani, EVP, U.S. Analytics

at Nielsen. “Visa was an early leader in embracing marketing mix modeling to measure the effectiveness of the vast array of channels and tactics they deploy worldwide. Looking back on past performance has opened a door into what is possible for the marketing organization and business moving forward, and Nielsen is thrilled to play a role in helping to define what the future holds for this iconic brand.” 

Nielsen’s industry-leading Marketing Mix Modeling and other marketing effectiveness solutions provide a holistic approach to measurement that reveal the most effective strategies and tactics in every area of marketing investment. Used by brands and agencies worldwide, Nielsen’s accurate and actionable performance insights deliver the intelligence marketers need to create the best experiences for consumers and generate the greatest returns for their business. 

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Sarah Muratore