Nielsen Debuts Targeting and Analysis Platform

Nielsen has launched its own 'Marketing Cloud', allowing clients to deliver targeted promotional and engagement initiatives to their customers across multiple platforms.

Integrating the firm's consumer and media data with marketing activation and analytics applications, the new platform can be used to manage cross-channel media planning, build audience segments, and conduct consumer analysis, including how advertising and content change consumer perception, intent and purchase decisions.

The solution's core applications include the Nielsen Data Management Platform (DMP) and DaaS, Multi-Touch Attribution (MTA), and In-Flight Analytics for Automotive, CPG and Retail; and it also integrates with over 150 third-party media and content activation / optimization applications - all of which enable cross-platform analysis and centralized data access. Additional Nielsen and third-party applications, including Nielsen Media Impact for cross-platform media planning, will be integrated in the coming months.

The initiative is led by Mark Zagorski (pictured), who was CEO of audience targeting specialist eXelate prior to its sale to Nielsen a year ago. Commenting on the launch, Zagorski, said: 'Never before has data played a more important role in driving marketing efficiency, but the complexity of centrally managing and employing this data has grown as well. The Nielsen Marketing Cloud is the only solution to provide highly accurate and scalable data for marketers to plan and activate campaigns across platforms and devices - and analyze their impact through one integrated easy-to-use system'.

Web site: www.nielsen.com .