Official Launch for Nielsen's Clear Decisions

The Nielsen Company and its subsidiary Interactive Market Systems (IMS) have announced the launch of IMS Clear Decisions, a new software platform claiming to simplify access to media and marketing data and speed up the generation of insights from it.

Billed as 'The most significant new software offering for media buyers and sellers in more than a decade' the tool helps advertising agencies, media companies and marketers mine data to pinpoint markets, channels, target groups and improve ROI.

It already incorporates IMS's Cross Tab tool for analyzing media and marketing data, and will see additional tools integrated later, enabling clients to analyse the full multimedia spectrum.

'For software users, the new platform means being able to spend more time interpreting the data and less time generating the numbers' comments Paul Baynton, General Manager, IMS. 'This helps our users gain greater value from the surveys they buy and helps them cope with the increasing amount of data available.'

The group says it has invested $3.5m in the development of Clear Decisions, which uses new Microsoft.NET technology and promises a simple, flexible interface design for easy access to the most frequently used analyses, including 'revolutionary' drag and drop coding and visual editing. Nielsen will offer it to more than 16,000 users worldwide, including ad agencies, publishers, broadcasters, marketers, and other media companies.

Web site: 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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