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Nielsen, Catalina Marketing in JV

MUMBAI: US media research company Nielsen and Catalina Marketing, that offers consumer-driven print communications, have formed Nielsen Catalina Ventures to create the next generation of precision media solutions and return on investment (ROI) measurement tools.


The aim is to allow consumer packaged goods (CPG) and media companies to more effectively link the marketing exposures consumers see with what products they actually buy.
 
The 50-50 JV will integrate information from Nielsen’s TV, internet and household purchase panels, with purchase data from more than 50 million shoppers from a cross-section of retailers in Catalina Marketing’s network.


By directly and anonymously linking consumers’ television and online usage with in-store purchase behavior, Nielsen Catalina Ventures will enable CPG marketers and media companies to understand how well media campaigns are driving actual consumer buying behaviour. 
 
This unprecedented level of insight will help marketers shape their marketing and media campaigns for a greater return on investment. The JV will build on the success of Nielsen’s leading Internet ad effectiveness business and create the industry’s first TV ROI measurement service using data from Nielsen’s National People Meter panel.


Nielsen chairman and CEO David Calhoun says, “As consumers become more sophisticated and media platforms continue to fragment, advertisers must be able to build more precise and measurable media plans. 
 
“The only way to get there is with faster, deeper information. Nielsen and Catalina’s combined capabilities provide comprehensive, scalable solutions for clients to better shape their marketing investments and measure their campaign ROI with far greater precision, speed and agility. We are pleased to partner with Catalina Marketing in this first step toward a holistic measure of ROI that will redefine accountability in the CPG space.”

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