Nielsen is rolling out its data management platform Nielsen Marketing Cloud in Australia next week.
The platform holds proprietary Nielsen data sets, including Nielsen Homescan and Nielsen Consumer & Media View.
Marketers will be able to profile and activate across Nielsen’s 86 FMCG categories and different buyer groups and across its understanding of consumers’ attitudes, intentions, demographics and media behaviour in 11 industries, including automotive, food and beverage, home and travel.
“Marketers are asking for credible, meaningful and behavioural based data,” head of media analytics Andrew Palmer says.
“As a consumer measurement company the ability to target these potential customers is a natural fit. Relevant, high-performing marketing relies on high-quality consumer and media data.
Commercial director Du Plessis says the platform will give a richer understanding of consumers and audiences and provide more effective messaging and campaign optimisation.
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