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Yahoo! / ACNielsen Launch Integrated CPG Campaign Package
ACNielsen and Yahoo! have teamed up to launch Yahoo! Consumer Direct, Powered by ACNielsen, a new service that enables consumer packaged goods (CPG) companies to reach consumers more effectively online and directly measure the offline sales impact of their efforts.
Participant households for Consumer Direct come from ACNielsen's 61,500-strong Homescan consumer panel, and have given permission for the company to analyse their offline purchasing habits in conjunction with their activity on the Yahoo! network. Profiles of the interests and activities of these Homescan panelists are matched with similar groups among Yahoo!'s millions of monthly visitors. The Consumer Direct team then helps CPG clients with customized online media campaigns directed at the relevant groups using Yahoo!'s media and promotion suite. The campaign's ROI can then be measured using the Homescan panel - including the impact on retail sales and the effect on brand loyalty. The approach is summarised as 'identify, communicate, evaluate'.
Robert Tomei, Senior VP and chief marketing officer for VNU's Marketing Information Group, which includes ACNielsen, ACNielsen BASES, Spectra and Claritas, said, 'Consumer Direct leverages our data and analytical content to provide marketers with a more complete understanding of how consumers respond to online marketing activity. The 'breakthrough' of this new service is our ability to use these consumer insights to identify key opportunity segments among Yahoo!'s vast customer base'.
David Riemer, vice president of Marketing Solutions for Yahoo!, says that the new service will allow companies to take a more informed approach to their marketing - a 'know and grow' strategy. 'Marketers can better refine their online marketing programs using Consumer Direct and then even transfer some of that learning to their offline programs'.
Clients involved in piloting the service include Kraft Foods North America and Unilever, both of whom are enthusiastic about the potential. VP of E-Commerce Kathy Riordan says that 'Linking online media to offline sales is a strategic imperative for Kraft' while Philippe Harousseau, Unilever director of Relationship Marketing Innovation Center relishes the chance to gain a better understanding of online communications initiatives and says 'We're thrilled to be piloting this initiative with ACNielsen and Yahoo!'
According to ACNielsen's Tomei 'This is the first of a suite of 'direct-to-consumer' marketing products which will ultimately include integration with retailer frequent shopper programs and traditional direct mail lists'. Naturally more details of relevant launches will appear in DRNO.
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