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Nielsen Tools Up with Two Launches
The Nielsen Company has announced the launch of a new web-based software tool for evaluation of past and present product placements; and the integration of consumer purchasing behaviour into its multi-country Global Track analysis tool.
Place*Values allows users to quickly determine the past performance of product placements and evaluate new placement opportunities, delivering performance indicators on brand recognition, attitude towards a brand and purchase interest. Clients can test multiple placement configurations for their brand in a variety of programming environments – for example assessing the value of adding a verbal mention for their brand or of moving it to a show with greater audience loyalty.
Results from the company's landmark Product Placement Valuation Study of more than 10,000 individuals (www.mrweb.com/drno/news6136.htm ), part of its major A2/M2 initiative, form a foundation for the new tool. 'We're thrilled with the positive feedback we've received on the strength of our research in the valuation study' says Annie Touliatos, Director of Product Development and Marketing for The Nielsen Company. Clients CBS, Discovery, FOX and Mediacom are among the first to use the new tool.
This week, the company also announced the launch of Global Track Consumer, an application which combines its mass of multi-country panel data on consumer purchasing behaviour with its Global Track reporting capability launched last May (www.mrweb.com/drno/news5508.htm ).
Elements such as market penetration, purchase frequency and sales per shopping trip can be viewed electronically in executive summary, dashboard or graphical reporting formats. Using Nielsen's 'Answers' report templates, users can quickly identify and access the information they need through thumbnail images or via links.
'Integrating consumer panel information into a Global Track reporting format is the next step in providing our clients with insight,' said Joe Palermo, VP Marketing for Nielsen's Global Services. 'The familiar and intuitive interface of the Answers environment, combined with Global Track's rich multi-country information helps provide clarity for all levels of users.'
The company is online at www.nielsen.com .
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