Nielsen, Experian to deliver CRM for CPG companies

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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.

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