Nielsen has partnered with research and technology firm Vision Critical, promising clients the ability to extract additional value from their insight communities and better understand their customers.
Several joint offerings are planned. The first links Nielsen's Watch and Buy data to insight communities powered by the Vision Critical platform, allowing users to profile their insight community by demographic variables, and by up to 500 behaviour types as captured and defined by Nielsen. In addition to identifying groups with specific characteristics, clients can tap the Nielsen Marketing Cloud to reach audiences within the insight community at scale across multiple channels, for a more comprehensive view of their interactions with a brand.
Lynda Clarizio, President of US Media, Nielsen, says her team is looking forward increasing the ways in which it can connect with consumers through the alliance. Vision Critical CEO Scott Miller adds: 'Vision Critical and Nielsen share in the desire to help our clients succeed; through better products, stronger marketing and positive interactions with brands. We are excited about the range of possibilities the integration of Nielsen's data brings to our platform and to our clients and business partners, including a deeper understanding of and more authentic connection with their customers'.
Web sites: www.nielsen.com and www.visioncritical.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.