Nielsen Marketing Cloud Enhances Data, Analytics For Media Planning

Nielsen is starting up a cloud-based tool for marketers to manage their marketing spending across all media.

Nielsen Marketing Cloud will combine currency data and analytics applications into a single destination.

It will allow marketers to plan cross-channel media planning using forthcoming Nielsen Total Audience data and to build audience segments and consumer insights research.

The Nielsen cloud platform will connect to all major media and marketing platforms, including mobile, online, over-the-top TV, video, social media, email and content management systems.

It will have 95% cross-platform capabilities for all U.S. devices.

"Never before has data played a more important role in driving marketing efficiency," stated Mark Zagorski, EVP, Nielsen Marketing Cloud.

For measurement, it can analyze how advertising and content change consumer perception and purchase decisions in real-time and evaluate the effectiveness of spend.

The Nielsen Marketing Cloud’s applications work with the Nielsen Data Management Platform (DMP) and integrations with over 150 third-party media and content activation and optimization applications.

Nielsen Marketing Cloud builds on its acquisition of data/technology provide eXelate of a year ago.

8 comments about "Nielsen Marketing Cloud Enhances Data, Analytics For Media Planning".
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  1. Ed Papazian from Media Dynamics, April 12, 2016 at 10:20 a.m.

    And what is the "metric" that Nielsen's Cloud will employ to tell us about cross platform and device audiences? Has Nielsen figured out a reliable method for defining and measuring "viewing"?Or are we going to merely record device usage, using electronic means, and assume that "viewing" takes place every second when a device is in use---including the commercials?

  2. B Sass from U of C, April 13, 2016 at 10:59 a.m.

    Isn't this what Adobe does? So, if Nielsen is now a competitor, what does this mean for Adobe's relationship with Nielsen?

  3. Henry Blaufox from Dragon360 replied, April 13, 2016 at 11:36 a.m.

    Looks like Nielsen is starting to offer their own ad tech stack to their clients, to expand teh clout of eXelate. So they are now competing with ADdobe to some extent. We'll have to see how this devlops over time: i believe from what I've read elsewhere that this is something of a beta or pilot for now, so it will be refined further based on results.

  4. Ed Papazian from Media Dynamics Inc, April 13, 2016 at 1:54 p.m.

    I assume that all Nielsen's Cloud will do is provide "audience" data to its subscribers for a variety of electronic media. So, it's actually, nothing more than a data source, with various statistical applications and tallying mechanisms for access and manipulation of the information. Or am I wrong? Anyone an Nielsen care to clarify?

  5. Ed Papazian from Media Dynamics Inc, April 13, 2016 at 1:54 p.m.

    Make that "at" Nielsen, not "an" Nielsen. Sigh!

  6. Joel Rubinson from Rubinson Partners, Inc., April 14, 2016 at 10:04 a.m.

    This is also a response to IRI's liquid data.  It also reflects the inevitable integration of marketing research and digital ad tech that is data driven.  we are watching the future of MR unfold.

  7. Ed Papazian from Media Dynamics Inc, April 17, 2016 at 4:22 p.m.

    Joel, you may be correct, however there's good data and there's potentially very misleading data. If the metric Nielsen winds up with is device usage as a surrogate for viewing, I'm afraid that this represents a great leap backward---even if the data fows smoothly.

  8. Ed Papazian from Media Dynamics Inc, April 17, 2016 at 4:29 p.m.

    ---er, make that "Flows" not "fows". Grumble, mutter, etc.!!

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