NIQ Unveils Marketing Mix Modelling Solutions

Consumer intelligence company NIQ has launched a suite of Marketing Mix Modelling solutions (MMM), helping global clients to optimize their marketing investments.

The service is powered by the firm's global data, specifically store level point of sale and corresponding digital media data assets, and uses granular data models which help optimize Below the Line (BTL) and Above the Line (ATL) impact. The suite includes modules to measure the short-term and long-term total impact of media, and the Halo effect, across the portfolio; and to measure sales lift from specific media campaigns and geographies to quantify performance. It also models different scenarios to facilitate media planning.

NIQ says the service has been up and running for 'a couple of months' prior to this formal launch and already has live programs with more than 30 clients worldwide including retailers, publishers, and manufacturers from Fortune 500 companies.

In addition the firm says it as launched Matched Market Testing (MMT), helping clients measure the sales effect of a media campaign in a live environment before rollout.

'We are excited about this expansion as we continue to make investments in our Media division' says GM Global Media Lana Busignani (pictured). 'We have successfully forged deep partnerships with leading publishers and will continue to make investments in our analytics platform and expand our coverage and data to offer world-class marketing measurement solutions to our clients'.

Web site: www.niq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.