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Bain & Company and Nielsen Global Connect Launch Commercial Alliance

Combination of Nielsen’s advanced data analytics and Bain & Company’s market-leading consulting expertise will allow consumer packaged goods companies and their retailers to improve commercial outcomes

Boston, MA and Chicago, IL – Nov. 12, 2020 – Bain & Company and Nielsen Global Connect have entered into a non-exclusive agreement with the aim of helping the consumer packaged goods (CPG) industry improve their commercial capabilities in the areas of pricing, promotions, assortment optimization and customer planning.

One of the biggest challenges within the consumer goods industry today is harnessing big data, and using it to optimize business performance in a way that creates sustainable value for consumer goods companies and their retailers.

This alliance brings together Bain & Company’s market-leading consulting expertise and Nielsen’s data analytics to help consumer goods companies better understand their customers and maximize their commercial capabilities.

“Combining Nielsen’s data analytics and tools and Bain & Company’s approach to commercial excellence will allow our consumer goods clients to grow the profit pool, working jointly with their retailers to achieve the best possible outcomes for both parties,” said Laure Maddens, partner in Bain & Company’s Consumer Products practice.

“This collaboration combines our granular data and proven predictive analytical models with Bain’s excellence in consultancy to enable CPG companies to get ahead of the curve when it comes to their ability to draw insights from big data,” said Richard Cook, Chief Operating Officer, Intelligent Analytics Unit, Nielsen Global Connect.

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. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.

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.


An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

About Bain & Company

Bain & Company is a global consultancy that helps the world’s most ambitious change makers define the future.

Across 59 offices in 37 countries, we work alongside our clients as one team with a shared ambition to achieve extraordinary results, outperform the competition and redefine industries. We complement our tailored, integrated expertise with a vibrant ecosystem of digital innovators to deliver better, faster and more enduring outcomes. Our 10-year commitment to invest more than $1 billion in pro bono services brings our talent, expertise and insight to organizations tackling today’s urgent challenges in education, racial equity, social justice, economic development and the environment. Since our founding in 1973, we have measured our success by the success of our clients, and we proudly maintain the highest level of client advocacy in the industry.

Contact

Bain & Company

Aliza Medina

Aliza.Medina@bain.com

+44 207 969 6480

Nielsen Global Connect

Stephanie Manning

Stephanie.Manning@nielsen.com

+31 6 14 95 55 10