Nielsen Introduces Multi-Touch Attribution Solution

Nielsen has launched a measurement solution called Multi-Touch Attribution (MTA), to help marketers gauge ROI across screens (mobile, set-top boxes, OTT devices), systems (CRM and POS platforms), and channels (paid media, search, social media and e-mail).

Developed through a partnership with cross-screen data management solutions provider Krux, MTA offers marketers a complete suite for measurement and optimization, and help in understanding which variables and audience attributes drive sales behavior. In addition, MTA allows for marketing messages to be optimized in real-time, for groups including high-value segments.

Steve Hasker, Nielsen's Global President, says the company's goal is 'to provide marketers with an unbiased, accurate view of what's working and what's not across their marketing investments, powered by the best data, analytics, and technology possible'.

Web sites: www.nielsen.com and www.krux.com .