Nielsen in Deal to Tap Sainsbury's Data

Nielsen has partnered with i2C - the joint venture between Sainsbury's and Nectar card owner Aimia - to combine the latter's shopping data with Nielsen Marketing Cloud's consumer and media data, and provide brands with an omnichannel view of customers.

i2c uses Nectar data to help suppliers develop targeted communications for Sainsbury's customers. The new deal will allow users to link this with Nielsen Cloud data on customer characteristics - including demographics and shopping behaviour / purchase intent. The results can be used to plan, optimise, activate and analyse marketing campaigns across media.

The firms have already worked together to support lager brand Carling's national 'Great British Moments' campaign, and claim this resulted in a 19% sales uplift. Andrew Muzzelle, Digital Media Director at Aimia, says Nielsen's Cloud allows his firm to access accurate modelling based on all the relevant characteristics that make up a brand's customer, and then reach them at scale programmatically.

Matt Bennathan, VP and MD of Nielsen Marketing Cloud, Europe, adds: 'The collaboration has proven the impact that data-driven programmatic audience buying can have on in-store and online sales for a brand. The Nielsen Marketing Cloud has the richest UK data available and is a perfect partner for Nectar's loyalty card data'.

Web sites: www.nielsen.com and www.i-2-c.co.uk .