Nielsen Launches New Buyer Insights Service

Nielsen has added a new component to its Buyer Insights service. 'Nielsen Buyer Insights - Precision Marketing' combines digital behavior and consumer purchasing data to measure the link between online ad campaigns and what people actually buy.

The Precision Marketing service merges online consumer activity data with actual online and off-line purchase activity from anonymized, privacy-protected credit card data gathered from Nielsen panel members. By including sales categories such as retail, travel and dining, as well as additional segments beyond consumer packaged goods, Nielsen says it will enable clients to drive sales among shoppers across the spectrum of spending or among a core shopper base, and to reach shoppers of competitive brands or retailers.

Nada Bradbury (pictured), SVP Global Media Products, comments: 'Success can now be defined in growing the number of transactions and sales volume. The industry is eager for a tool that analyzes the effectiveness of a campaign on actual sales.'

Web site: www.nielsen.com .