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:
Connecting information from multiple sources (including inhouse and external research data) to understand people's consumption patterns and attitudes.
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.
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.
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.
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.
Panegyrizes Mandel: "NielsenConnect is bringing together a remarkable assortment of research services, consumer-behaviour databases and insights to help clients look forward and understand the trends that will affect their business.
Data sourced from mrweb.com; additional content by WARC staff