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Nielsen and Nugg.ad to Merge Consumer Data
In Europe, predictive targeting technology firm Nugg.ad is to combine Nielsen Homescan panel data with survey data it gathers from visitors to its partner web sites, to help advertisers target consumers through online marketing campaigns.
Through Nugg.ad's software, the firm is able to enrich simple usage data with polling data on socio-demographics, product interests and lifestyle, all in real time. This is accomplished through predictions (statistical profiles) which contain no personally identifiable data.
Nugg.ad will merge Nielsen's shopper data with its survey data to provide more detailed profiles of web users and predict the type of products specific groups are likely to purchase. Initially, this enriched data will be available for online marketing campaigns in Germany and the UK.
'Many clients already use the data from Nielsen Homescan as a basis for strategic planning and in managing a great number of their marketing plans, so it is a logical step for us to integrate this data into our system,' explained Nugg.ad MD Stephan Noller. 'Nielsen is the only company able to provide us with a uniform platform of pan-European data, allowing us to offer a consistent product to all of our European partners.'
According to René Lamsfuss, Senior Director of Product & Methodology at Nielsen Online, the integration of the panel data in the predictive behavioural targeting system means that the consumer data drawn from the Nielsen Homescan Panel can be applied to international online advertising campaigns for the first time.
The service will be rolled out in September.
Web sites: www.nugg.ad and www.nielsen-online.com .
In June, Nielsen partnered with Mindset Media - a firm that creates consumer profiles of web users - to add personality profile mapping to its Homescan consumer purchase panel of 125,000 US households.
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