Nielsen and DBM Launch Financial Services Profiling Tool

In Australia, Nielsen and financial services insights and consulting firm DBM Consultants have partnered to offer a segmentation and profiling dataset for the banking, insurance and wealth management sectors.

Combining the DBM Atlas dataset with Nielsen's Consumer & Media View (CMV) solution, the firms have created a product called DBM Atlas + Media Profiler, offering more than 12,000 attitudinal, behavioural and media variables for use in in-depth consumer profiling - including for when and how to best reach and engage audiences, and to optimise product development, consumer strategy, media strategy and sponsorship planning.

Using DBM Atlas and Nielsen CMV data, consumer profiles can now include expanded insights across attitudinal, lifestyle behaviour, banking, insurance and wealth management purchase intentions, sporting passions, and media consumption preferences - all now available in the same place. Monique Perry, MD, Media & Sports, Nielsen Media Australia, says that the solution provides a deeper understanding of key consumers specifics.

Kipling Zubevich, CEO, DBM Consultants, adds: 'We're excited to partner with Nielsen and unveil this highly effective tool for financial services media planners, strategists and marketers. This innovative new solution allows the optimisation of media planning specifically for financial services in a time when precise targeting has never been more important.'

Web sites: www.nielsen.com and www.dbmconsultants.com.au .