Nielsen Partners in China for Multi-Touch Attribution

Nielsen has collaborated with Chinese eCommerce giant JD.com to launch a 'Multi-Touch Attribution' (MTA) offering in China, helping clients to assess the sales impact of their advertising and marketing investments.

The two firms will jointly market the MTA offering, which will use anonymized data from JD.com's cloud platform and the firm's 236.5 million active users, combined with Nielsen's digital media monitoring data and analytics expertise. Yan Weipeng, VP of JD.com, says MTA promotes a 'thorough view' of the omnichannel environment, and provides 'door opening' advertising services to consumers.

Vishal Bali (pictured), MD of Nielsen China, adds: 'The increased fragmentation of online media has created a landscape where consumers are seeing and clicking on hundreds of touch points before they make a purchase. For brands trying to measure and optimize their online marketing ROI, this is a massive problem that previous analytics platforms have been unable to solve effectively. Instead of looking at just that last click before purchase, the Nielsen-JD.com MTA offering allows us to track the full online shopping path and then leverage the most effective touch points for better engagement with the consumer'.

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