A new partnership between Nielsen and Veda aims to deliver more powerful predictive consumer insights to marketers, further enhancing their ability to target advertising and get greater value for media investment.
Measurement company Nielsen and data and analytics provider, Veda, say the new alliance will bring “big benefits” to advertisers by allowing them to target advertising based on a rich medley of financial information, consumer attitudes, media consumption and brand interaction data.
Marketers using it will be able to see what websites their target consumers visit, the TV programs they watch and what they read or listen to.
The move will offer advertisers the chance to track marketing strategies against the market for the first time rather than just against their own targets, the companies suggest.
Monique Perry, head of Nielsen’s Media Industry Group, said: “In this new digital age, advertisers are demanding more specific targeting and going down to a postcode level isn’t good enough any more.
“Advertisers want to know what media the household consumes and what message to present. This relationship is a crucial advancement in building profitable consumer relationships.”
“In addition, this alliance aids our clients’ strategies by integrating insights derived from their customer data. Meaning they are able to communicate specifically to the right segment, with the right message on the most effective media.”
As an example, Perry said an auto company marketer who wisheswants to reach Australians that have a low-risk loan capacity and no defaults, can work with Nielsen and Veda to segment those people and then identify what media they consume.
Veda brings to the partnership demographic, behavioural and lifestyle data drawn from 16 million Australian consumers. This comprises 40 descriptive and predictive attributes, such as propensity to be in the market for home loans, credit cards or personal loans.
This financial information is integrated with existing consumer attitudes and real media currency data.
Nielsen and Veda say the integrated data insights will allow advertisers to “plan and act” with speed, with knowledge of “what motivates consumers and how they interact with different brands and media.”
Lionel Lopez, chief data officer at Veda, says: “The combined data mapping that the partnership between Nielsen and Veda creates will unleash new discoveries to improve customer experience.”
“In the short term the relationship will enhance campaign management selection and create more rounded client segmentation. The next wave will offer enhanced measurement of ROI and personalised channel performance through Veda’s marketing services.”
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