New Nielsen Tools Target Smaller Businesses

Nielsen is to launch two new analytical services within its Buy consumer purchase data unit: Marketing ROI Snapshot and Revenue Management & Optimization (RMO). The company says the tools will help mid-sized businesses with marketing and sales effectiveness.

The two news services will begin roll-out in the fourth quarter of this year.

Marketing ROI Snapshot is billed as a more affordable but still high-quality alternative to a Marketing Mix analysis. Users can feed data on their own marketing spend, category, campaign timing or copy quality into the system alongside data from Nielsen's back catalogue of benchmark studies to anticipate ROI and guide their marketing initiatives.

Tsvetan 'T' Tsvetkov, SVP of Marketing Effectiveness at Nielsen, comments: 'Recognizing budget and resource limitations of many brands, we are thrilled to now be able to provide insights that drive an effective marketing mix strategy for brands of all sizes and all budgets'.


Revenue Management and Optimization promises to improve the effectiveness of a brand's everyday pricing and trade promotions, combining information-rich, analytic-driven decision making with the complete selling process, from guidelines for headquarters, to retailer-specific joint business plans. As with Snapshot, RMO aims to provide a more viable option for smaller organisations, in this case helping them to 'significantly increase spending efficiency, drive more incremental sales and maximize financial impact for a brand and its retail customers'.

SVP of Sales Effectiveness Doug Bennett says the new product has evolved four different service levels, each providing 'a total category perspective'. He adds: 'We have developed these various options because brands large and small should have the opportunity to become more effective in their promotion spend'.

Web site: www.nielsen.com .