4 April, 2019

Nielsen Marketing Cloud Set To Launch In Australia

By B&T Magazine

On 11 April 2019 in Melbourne and 16 April 2019 in Sydney, global measurement company Nielsen will be hosting launch events for the Nielsen Marketing Cloud in Australia.

At the launch, there will be a panel discussion on the challenges and opportunities of bringing data to life.

In Melbourne Dave Lodge (The Media Store), Rebecca Rizzo (Carsales) and Shalabh Atray (Kraft Heinz) will be joined by Ranjeet Laungani (Nielsen).

In Sydney, Adam Krass (Annalect), Susie Cardwell (News Corp), Timothy Whitfield (BurstSMS), Aiden Quinn (Nestlé) will be joined by Ranjeet Laungani (Nielsen).

The Nielsen Marketing Cloud offers a data management platform with rich, proprietary Nielsen data sets, including Nielsen Homescan and Nielsen Consumer & Media View.

Many information service companies offer cloud-based DMP services to their clients, but none have access to the data and analytics that Nielsen does.

In Australia, the Nielsen Marketing Cloud will help clients unify disparate sources of data and advance their precision marketing efforts by enabling the ability to profile and activate:

1. Across Nielsen’s exclusive universe of 86 FMCG categories and different buyer groups, including heavy and light buyer types, retailer buyers, brand buyers, promotional buyers and lapsed buyers.

2. Across Nielsen’s expansive understanding of consumers’ attitudes, intentions, demographics and media behaviour in eleven industries – automotive, food and beverage, home and household, finance, beauty and fashion, health and fitness, sports, travel, technology, shopping and leisure.

Nielsen head of media analytics, Andrew Palmer said: “Marketers are asking for credible, meaningful and behavioural based data.

“As a consumer measurement company, the ability to target these potential customers is a natural fit.

“Relevant, high-performing marketing relies on high-quality consumer and media data – and no one provides more accurate, validated data at scale than Nielsen. It’s in our DNA.”

Nielsen commercial director, Eugene Du Plessis said: “Using the platform, clients can achieve a richer understanding of consumers and audiences, more effective messaging and campaign optimisation.

“Marketers can leverage these insights to build their audience segments and activate them in real-time across the digital ecosystem.

“It is very exciting to provide, current and prospective clients a single platform to digitally activate across Nielsen media and retail data.”

“We’re thrilled to bring the Nielsen Marketing Cloud launch to Australia – our tenth market globally and the third market in the Asia Pacific region.

Nielsen Marketing Cloud APAC commercial leader, Ranjeet Laungani (featured image) added: “Globally we have helped brands and publishers plan activate, and analyse audiences on the back of rich, behavioural, and purchase-based datasets that only Nielsen can offer.

“In a world-first, Australian clients will be able to profile their first party audiences against our Nielsen Homescan and Nielsen Consumer Media View datasets. This is a big deal.”

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Neilsen Nielsen Marketing Cloud Ranjeet Laungani