Homescan® Online to Link Web Visits and CPG Purchase

NetRatings and ACNielsen US have announced the launch of Homescan(r) Online, a new service designed to improve the effectiveness of online marketing for consumer packaged goods (CPG) marketers and Web publishers.

Homescan Online will integrate analysis of consumer retail purchasing of up to 12,000 CPG brands and online visits to more than 1,000 Web sites, giving CPG marketers a better understanding of consumers' online behaviour and the effectiveness of online campaigns. The intention is both to help CPG marketers place more efficient media buys and to help Web publishers to market themselves to the CPG community.

Homescan Online will utilize 12,000 members of the ACNielsen Homescan consumer panel who have opted in to the service, allowing their Internet behaviour to be monitored with Nielsen//NetRatings technology as they record their offline buying behaviour with ACNielsen's proprietary in-home UPC code scanners. Initial custom analysis should be available in January 2004. Full reporting through 2004 will include quarterly Web surfing data with annual all-outlet purchasing data.

Clients like Universal McCann have welcomed the announcement - Susan Nathan, SVP of Media Knowledge says the CPG industry 'has evolved online to a point where market research tools are critical in understanding consumer buying behaviour on the Web'.

According to Robert Tomei, General Manager / Executive VP, ACNielsen US Homescan, the service will help make the Internet a more viable advertising option for the sector. 'Two key questions CPG marketers have been asking about the Internet are: 'How can I get a reliable read on where my buyers are going online?' and, 'How do I know if my online marketing is impacting retail sales?' Homescan Online will provide the answers'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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