Nielsen has been included in Google’s Marketing Mix Model Partner program, enabling the market-research company to collect Google advertising impression and spend data directly from the search engine in a standardised, granular and accurate way.
According to Nielsen, the inclusion combines the power of its marketing-mix modelling capabilities and Google’s media data to ensure that advertisers can measure the return on investment (ROI) of their digital investments with precision and confidently understand the drivers of ROI to improve returns year over year.
Nielsen says its custom marketing-mix solution offers advertisers a holistic understanding of what’s driving sales, taking into account both marketing and non-marketing factors. Advertisers can simulate and optimise marketing budget allocations with Nielsen’s web-based Marketing Planner tool, which it says informs smarter decisions on where to invest marketing dollars.
“By working directly with Google, this analytic alliance will give our clients a more comprehensive view of marketing-spend outcomes to help make better, faster and more informed decisions,” Nielsen Marketing ROI Senior Vice President Josh Kowal said.
Google Senior Director of Product Management Babak Pahlavan said the partnership will allow Google to uphold high standards in data privacy and security while also offering clients transparency into how these ads affect their bottom line.