New engagement tool allows marketers to better understand consumer behaviour

Nielsen and Veda form a new alliance to help marketers and average leverage consumer data more efficiently

Nielsen and data and analytics provider, Veda, have partnered to provide marketers and advertisers with a way to better identify and track marketing strategies against actual consumer data.

The two companies claimed the new alliance means that for the first time, marketers are able to understand and segment Australian households based on validated actual financial characteristics, overlaid with consumer behaviours and attitudes alongside actual media consumption.

The new relationship utilises Veda’s demographic, behavioural and lifestyle profiles drawn from 16 million Australian consumers. The information has been developed for business to use for consumer marketing and analytics and encompasses more than 40 descriptive and predictive attributes, such as propensity to be in the market for home loans, credit cards or personal loans.

According to Veda and Nielsen, advertisers are able to plan and act more efficiently, identifying what motivates consumers and how they interact with different brands and media. It shows which websites target consumers are visiting, the television programs they are watching and what they are reading or listening to.

In parallel to planning, the partnership is also designed to help advertisers develop and activate segmentation, connecting with customers and prospects through Veda’s consumer data assets. This allows them to better reach consumers through digital and direct marketing channels, aligning with internal CRM capabilities.

“In this new digital age, advertisers are demanding more specific targeting and going down to a postcode level isn’t good enough anymore," Nielsen’s media industry group head Monique Perry, said. "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.

According to Perry, the new alliance aids Nielsen's 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.

“For example, if an auto company wants to reach Australians that have a low-risk loan capacity and no defaults, Nielsen and Veda together allow a marketer to segment those people and then identify what media they consume - using actual data from Veda’s finance currency information alongside media currency information within Nielsen Consumer & Media View,” she explained.

"Veda brings hard financial and household data and Nielsen’s Consumer & Media View solution provides the colour and definition to provide a vivid image of consumers - knowing what makes them tick, what they like and loathe, and how to reach them," she added. "When you integrate this with a brand’s customer data, the solution is incredibly powerful.”

Veda's chief data officer, Lionel Lopez, said 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," she added. "The next wave will offer enhanced measurement of ROI and personalised channel performance through Veda’s marketing services. Finally, Nielsen and Veda will provide a data source that can be used in collaboration with our customers and partners to deliver innovative solutions.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in