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Nielsen and Experian Launch Joint CRM Solution
Nielsen and Experian Marketing Services have announced a new CRM solution to help consumer packaged goods (CPG) companies understand consumer purchasing behaviour and measure response to campaigns.
Store-level information exported from Nielsen's retail trade database can also be combined with Experian's consumer information to provide CPG marketers with the means to market directly to their retail trade areas. This allows CPG companies to measure and quickly refine their campaigns to improve return on investment.
'Household targeting has become the goal for savvy CPG marketers,' said Tim Kregor, US President of Nielsen Homescan & Spectra. 'We've created a CRM system to identify key consumer segments on a household basis, target and connect with them, and then measure the effectiveness of those efforts.'
Mark Zablan, President of Experian Marketing Services added: 'This alliance provides a holistic marketing solution that gives marketers the most vital information they need to understand and target consumers, the means to deliver their message, and the capabilities to measure their success and improve their return on investment.'
The firms' web sites are www.nielsen.com and www.experiangroup.com .
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