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Nielsen Catalina Partners with Facebook
Purchase data and ad ROI analyst Nielsen Catalina Solutions (NCS) has announced an agreement with Facebook, allowing CPG marketers to use its data to measure the in-store sales impact of their Facebook ads.
The Nielsen JV boasts purchase data from over 90 million US households, across more than 18,000 retail and drugstore locations, which when integrated with data from Nielsen Homescan and Retail Measurement Services (RMS) provides figures for 'nearly 100% of all-outlet US CPG spend'. The new alliance will allow users to stack this up against ad exposure information from Facebook, understand ad impact in stores and identify their most responsive consumers, NCS says.
Brad Smallwood, Facebook's VP Measurement & Insights, says the result will be 'a closed-loop solution that helps marketers better understand the sales impact of their advertising on Facebook, Instagram and Audience Network'.
Matt O'Grady, CEO of Nielsen Catalina Solutions, comments: 'Combining the highest quality purchase data with the huge reach and the resulting ad exposure data from Facebook, we can get a deep understanding of how these ads are driving consumers to purchase', adding: 'This only scratches the surface of what we will be able to do together in the future'.
NCS is online at www.ncsolutions.com .
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