Nielsen Launches Benchmark Media Optimizer

Nielsen has launched a tool called the Benchmark Media Optimizer, helping brands to make data-driven media allocation decisions without the requirement for a custom marketing mix study.

Available in the US, Canada and 'select' global markets, the new tool is powered by benchmarking insights drawn from Nielsen's custom marketing mix models, and promises help with marketing mix strategy for organizations with budget, time or data limitations, as well as brands lacking an advertising history. Nielsen admits the new service won't deliver the same breadth and depth of results as those drawn from its marketing mix models, but says it will give clients the ability to evaluate an expected range of ROIs to help guide marketing initiatives and objectives, and choose the marketing allocation most likely to deliver the highest ROIs.

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

Web site: www.nielsen.com .