Nielsen Launches 'Compass' Campaign Outcomes Database

Nielsen has launched a database called Compass, which taps into the company's global scale to establish syndicated normative standards for campaign outcome measurement.

The dataset covers elements from marketing campaigns including brands, pricing, promotions and media platforms, providing a common measurement language across advertising buyers, sellers and agencies. Each year the aggregated dataset is updated with approximately 25,000 campaign ROIs, 100 categories and 50 countries. Nielsen says users can make data-driven decisions to optimize cross-media campaigns across TV, digital video, display, social media, search, print, out-of-home and radio.

Commenting on the launch, Matt Krepsik (pictured), General Manager, Planning & Outcomes Products, said: 'Each year, billions of advertising dollars go to waste as marketers rely on incomplete data when making decisions on their cross-media strategies especially when attempting to scale across countries and brands. Our mission is to deliver outcome measurement around the world so marketers can maximize their ROI, move with velocity and be budget friendly. We launched Nielsen Compass as an answer to an industry calling for better outcome reporting measurement'.

Web site: www.nielsen.com .