Nielsen Partners in Europe for Segmentation Offer

In Europe, Nielsen has partnered with FMCG cash-back app Shopmium, a subsidiary of its existing US partner Quotient Technology, promising improved segmentation-based digital marketing for the post-cookie world.

Shopmium was founded in 2011, works for clients in France, the UK and Belgium, and joined US-based digital couponing group Quotient Technology in 2015. Shopmium provides a free mobile app with more than ten million downloads, providing exclusive discounts on FMCG products bought either in-store or online: in return the company captures first party proprietary & exclusive data based on multi-retailer purchase receipts. This shopper data will now be combined with the Nielsen Marketing Cloud's in-depth consumer data to provide an omnichannel view of consumers across different buying signals and retailers.

Nielsen modeling will enrich and scale up the data, which can then be used for real-time optimisation and activation of audience segments at a category, brand or retailer level - including the creation of lookalike segments.

Paul Barnard, Country Lead Northern Europe at Nielsen Marketing Cloud says marketers 'will be able to access more than 500 FMCG-ready buyer segments with all different size ranges for use on a variety of platforms in the UK and France'. Stuart Sankey (pictured), Head of Shopmium UK, says the data will be available at a 'much more reasonable price point' than existing options, and adds: 'In a world where FMCG brands struggle to collect 1st party data from their consumers, a Shopmium in-app activation followed by Nielsen data enhancement now provides a solution to re-engage buyers and their lookalikes outside the app on programmatic channels such as video, social media, display, native and audio at scale'.

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

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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