• by Felicia Greiff , February 2, 2016

RB, the British consumer goods company (formerly Reckitt Benckiser) that owns such well-known brands as Mucinex, Woolite and Lysol, announced an analytics partnership with Nielsen on Tuesday.

Media research firm Nielsen will provide measurement and marketing analytics on RB's brands, which also include Durex, Scholl, Clearasil, Veet, Calgon, Air Wick and French's. 

Laurent Faracci, SVP-global marketing & digital Excellence, RB, said in a release that the company is excited to work with Nielsen on shaping the future of how the industry is enabled by Big Data.

Nielsen's "Buy" segment offers consumer packaged goods marketers and retailers a global view of retail performance measurement and can be integrated with Nielsen's "Watch" segment, which offers clients measurement services on consumption across devices. 

Last July, an RB executive predicted that nearly one-third of the company's sales in India will come via mobile commerce in the future.