Nielsen has launched its Marketing Cloud in Europe. The platform, which combines analytics, data management, planning and marketing activation, will be available immediately in the UK and France, to be joined soon by Germany, Italy and Spain.
Launched in the US in April, the Marketing Cloud gives clients data on customer characteristics including age, gender, demographics, life-stage, shopping behaviour and product purchase intent. These can be used to build audience segments and activate them in real-time across 'all' media.
The Marketing Cloud also has one of the largest global predictive device graphs, covering more than six billion devices and allowing regional and global clients to develop a single omnichannel view of their customers. European clients now have access to its core applications including the Nielsen DMP, Data-as-a-Service (DaaS) and integrations with more than 150 third-party media and marketing applications.
Mark Zagorski (pictured), EVP in charge of the initiative, says: 'Our mission is to empower marketers to deliver more efficient and effective cross-channel experiences for their customers no matter where they are. With this launch, our global and regional European clients can now plan, activate and analyse marketing initiatives across multiple channels, harnessing proprietary Nielsen data and applications that are unrivalled around the globe'.
Web site: www.nielsen.com/nielsenmarketingcloud .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.