Wednesday, April 17, 2024

Nielsen set to launch marketing cloud in Australia

Global measurement company Nielsen will hold Australian launch events for its marketing cloud on April 11 and 16.

The Sydney launch will take place on April 11 and the Melbourne launch on April 16.

According to the company, the Nielsen Marketing Cloud offers “a data management platform with rich, proprietary Nielsen data sets, including Nielsen Homescan and Nielsen Consumer & Media View”.

At the launches, there will be a panel discussion on the challenges and opportunities of bringing data to life. In Melbourne, Dave Lodge (The Media Store), Rebecca Rizzo (Carsales) and Shalabh Atray (Kraft Heinz) will join Ranjeet Laungani (Nielsen). In Sydney, Adam Krass (Annalect), Susie Cardwell (News Corp), Timothy Whitfield (BurstSMS), Aiden Quinn (Nestlé) will join Ranjeet Laungani (Nielsen).

‘Precision marketing’

In Australia, says Nielsen, the cloud will help clients “unify disparate sources of data and advance their precision-marketing efforts”. It will do so by enabling them to profile and activate:

  1. Across Nielsen’s “exclusive universe” of 86 FMCG categories and different buyer groups. They include heavy and light buyer types, retailer buyers, brand buyers, promotional buyers and lapsed buyers.
  2. Across Nielsen’s “expansive understanding” of consumers’ attitudes, intentions, demographics and media behaviour in eleven industries. These industries are: automotive; food and beverage; home and household; finance; beauty and fashion; health and fitness; sports; travel; technology; shopping; and leisure.

Nielsen Head of Media Analytics Andrew Palmer said: “Marketers are asking for credible, meaningful and behavioural based data. As a consumer measurement company, the ability to target these potential customers is a natural fit.

“Using the platform, clients can achieve a richer understanding of consumers and audiences, more effective messaging and campaign optimisation. Marketers can leverage these insights to build their audience segments and activate them in real-time across the digital ecosystem.”

Nielsen Commercial Director Eugene Du Plessis added: “We’re thrilled to bring the Nielsen Marketing Cloud launch to Australia – our tenth market globally and the third market in the Asia Pacific region.

“Globally, we’ve helped brands and publishers plan, activate and analyse audiences on the back of rich, behavioural and purchase-based datasets that only Nielsen can offer.”

Register for the launch event.

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