Nielsen, Experian to deliver CRM for CPG companies

Share this content:

The Nielsen Company and Experian Marketing Services have launched a strategic alliance to provide consumer products goods businesses with a new, holistic consumer relationship marketing service.

According to both companies, the joint solution, announced at Nielsen's Consumer 360 Conference in Hollywood, FL, on May 14, will allow marketers to target and establish direct relationships with consumers at the household level through relevant messaging to build brand loyalty and marketing ROI.

Rising mass media costs and an increasing number of media channels have created the need for CPG marketers to engage their consumers more directly through targeted marketing at a household level, the companies said.

The Nielsen Co., with offices in Haarlem, the Netherlands and New York, is a global information and media company with brands in marketing information (ACNielsen); media information (Nielsen Media Research); business publications (Billboard, The Hollywood Reporter, Adweek); trade shows; and the newspaper sector (Scarborough Research). The privately held company has more than 41,000 employees and is active in more than 100 countries.

Costa Mesa, CA-based Experian provides analytical and information services to organizations and consumers to help manage the risk and reward of commercial and financial decisions. Clients include those in financial services, retail and catalog, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.

The combination of Nielsen's Homescan consumer purchase panel and Spectra segmentation analytics with Experian's consumer demographic repository, household targeting and segmentation capabilities, e-mail deployment services and consumer behavior and attitude research will allow CPG marketers to communicate directly with consumers.

In addition, store-level information from Nielsen's retail trade database, the area around a store in which the store derives most of its business, can be combined with Experian's consumer information to provide CPG marketers with services for marketing directly to their retail trade areas.

By engaging the right consumers in their trade areas with relevant messaging and communication channels - both online and through direct mail - and then tracking specific campaigns, CPG companies will be able to measure and quickly refine their campaigns to improve ROI, according to both companies.


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above