NEW YORK: Given that the concept of data warehousing has been around for more than a couple of decades, the only surprise surrounding The Nielsen Company's launch of NielsenConnect is the long delay in bringing the product to market.
Inaugurated earlier this week, NielsenConnect is a compendium of interrelated key data: TV, radio and outdoor ratings plus instore and video statistics.
It offers a suite of six resource segments, all playing under the baton of Jon Mandel, former chief of strategic solutions at Group M USA, recruited last November to orchestrate the new service.
The six segments comprise:
- NielsenCombine
Connecting information from multiple sources (including inhouse and external research data) to understand people's consumption patterns and attitudes.
- NielsenConnections
The service evaluates consumers' activity across media by product usage, via the integration of data contained in multiple databases - from Nielsen panels to external research, including client proprietary studies.
- NielsenHealth
A provider of 'consumer centric' analytical tools enabling users to more effectively understand and address the attitudes and behaviours of patients and physicians as consumers in the marketplace.
- NielsenTrend
This delivers a cross-functional approach to data integration through an intelligence network on global trends, consumer attitudes and behaviour. It will be launched in 2008.
- NielsenLinx
A service to help marketers, retailers, media and advertising agencies to organize and manage brands, locations and media data.
- Nielsen In-Store
Measurement of consumers' exposure to instore marketing vehicles, including TV and radio, at-shelf ads, digital signage and other point-of-purchase displays. Co-developed with the In-Store Marketing Institute.
Data sourced from mrweb.com; additional content by WARC staff
