Nielsen Debuts eCommerce Measurement and AI Solutions

Nielsen has launched an eCommerce measurement solution, delivering a 'total consumer view' of 90% of online FMCG sales in the US market. The firm has also introduced Nielsen Artificial Intelligence; a technology that automates audience optimization using patent-pending AI methods.

The US eCommerce solution brings together data from a variety of sources including online purchase data (ePOS) and consumer-sourced data sets such as e-receipts, Nielsen's Homescan, and other proprietary data. The solution links item descriptions to known UPC codes where available, enabling comparisons of online and off-line performance. It currently captures sales data for the top FMCG product categories sold online including pure play, brick and click, direct to consumer and marketplaces. Chris Morley, US Buy President, says that combined with the firm's 90 years of product coding experience and its global product reference database, the solution offers 'the most complete and integrated view of online and in-store metrics'.


The new AI capability has been added to Nielsen's Marketing Cloud targeting and analysis platform, to help marketers respond instantly to real-time changes in consumer media and buying behavior. Nielsen AI automatically optimizes audiences based on real-time streams of device-linked data around their motivations, interests and actions across multiple buying and engagement channels. These streams come from a client's customer data, such as eCommerce purchases, visits to a product page on a web site or app, or audience data derived from Nielsen.

Marketing Cloud EVP Mark Zagorski explains: 'In a competitive environment where every moment counts, marketers need to be able to act on up-to-the-second information in an automated way. Nielsen AI equips them with the tools they need for real-time data processing, learning and syndication, enabling marketers to cut through the clutter by providing superior customer experiences across channels, devices and time'.

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.