Nielsen Aus Partnerships Widen Access to CMV Data

In Sydney, Nielsen has partnered with audience tech firm Eyeota and synthetic population modeler RDA Research to offer Australian advertisers and marketers enhanced access to its CMV dataset (Consumer and Media View).

RDA is based in the city and specializes in the development and application of synthetic population models used as the basis for operations including survey appending, data enhancement, audience targeting and market planning. Eyeota, acquired two years ago by Dun & Bradstreet, offers an audience technology platform helping marketers, data owners and research companies understand customers and enhance their marketing strategies. CMV is an ongoing consumer survey involving more than 30,000 Australians each year and capturing data on consumer attitudes, lifestyle, category behaviour, purchase and intent, plus detailed off-line and online media habits.

The new alliance allows users to integrate more than 500 CMV audience segments across sixteen different verticals including Finance, Auto, Travel and Sustainability into their digital campaigns, improving both targeting and reach.

Nielsen pacific MD Monique Perry (pictured) comments: 'This is such a great partnership for the industry... Having access to a dataset as comprehensive and accurate as Nielsen CMV, with such easy integration into digital campaigns, is a huge win for any agency, advertiser or marketer who is people-focused. It's a collaboration that expands reach, enhances marketing analytics, and boosts omnichannel performance'. Robert Dommett, Technical Director and founder of RDA Research adds, 'By leveraging synthetic population models to project Nielsen's rich CMV consumer data this partnership offers large-scale audience segments, with unparalleled accuracy', while Trent Lloyd, Head of APAC at Eyeota, says the firm is 'excited to work with Nielsen and RDA to strengthen our audience marketplace with high-quality consumer data'.

Web sites: www.geotribes.com , www.eyeota.com and www.nielsen.com .