Nielsen has announced a deal with marketing technology firm Concentric which will provide its clients with a new system for brand and media planning.
The global strategic alliance matches Concentric's agent-based simulation technology with Nielsen's massive data assets and expertise, to help optimise clients' ad campaigns. Nielsen says its new simulation offering 'will replicate consumer and marketplace conditions, including earned, paid and owned media, competitive activity, product features, consumer perceptions and word-of mouth to mimic real-world marketplace dynamics.' Clients will run possible strategies through the simulation to see which generates the strongest return.
The new offering will be available to select clients in its pre-commercial launch, and will integrate with the firm's other analytics and planning solutions, including a new media planning system set for release in the next three months.
Concentric CEO Greg Silverman comments: 'Nielsen has unparalleled insight into the consumer, as well as marketing effectiveness. The power of their data and analytics combined with our technology is very exciting for the future evolution of media planning technologies and the capabilities that this will bring for monetization.' Eric Solomon, SVP Product Leadership at Nielsen says the new solution will clients 'a deeper understanding of the dynamics of the consumer and brands', with a focus on 'three client pain points: marketing strategy optimization, media plan simulation and media asset monetization.'
Cambridge, MA-based Concentric is online at www.concentricabm.com , and its new partner at www.nielsen.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.