Alcohol Industry Data: Secant and ACNielsen Raise the Bar

ACNielsen U.S. and Secant, Inc. have this week announced a strategic alliance to develop next-generation marketing information solutions for the beverage alcohol industry. The solutions will use Secant's distributor depletion data, which measures the volume of beer, wine and spirits delivered to retailers and on-premise locations.

Nielsen has been tracking retail sales of beverage alcohol in US grocery, drug, convenience and liquor stores since 1993, while Secant offers a product called 'Transformer' which is positioned as 'a strategic alternative to the current data collection and reporting landscape'. Transformer helps manufacturers collect and analyse disparate data from distributors and national accounts and view performance throughout the supply chain.

Alice Fawver, Senior VP of Retail Measurement Services for ACNielsen U.S., says Secant brings a 'best-in-breed approach to the management of data in the beverage alcohol industry' and that the partnership will fill 'key marketing information gaps faced by the industry'. These include 'powerful new insights into total market measurement, consumer segmentation, promotion effectiveness and other issues - both on- and off-premise'.

Elena Amboyan, Managing Partner at Secant, says the new agreement will provide clients with 'a more complete base of information, including retail-, inventory- and invoice-level data'. The alliance builds on an existing relationship between Secant and TDLinx to cleanse and code customer data using TDLinx's account mapping and coding capabilities.

Secant's web site is at www.SecantConsulting.com and ACNielsen US at www.us.acnielsen.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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