Both parties claim that this collaboration will enable brands to acquire a ‘complete omnichannel’ view of customers across hundreds of key characteristics; as well as allowing marketers to harness the data gained in order to analyse, activate and plan their marketing campaigns across media; reliably analyse campaign results and improve the relevance of their customer messages.

Previously, the Nielsen Marketing Cloud and i2c partnered to support Carling’s national ‘Great British Moments’ campaign, which resulted in a 19 per cent sales uplift and a 4.1(X) campaign ROI attributed to this collaboration.

VP and managing director of Nielsen Marketing Cloud, Europe, Matt Bennathan, commented: “The collaboration of i2c and The Nielsen Marketing Cloud has proven the impact that data-driven programmatic audience buying can have on in-store and online sales for a brand. Our award-winning Carling campaign illustrated that.”

He continued: “The Nielsen Marketing Cloud has the richest UK data available and is a perfect partner for Nectar’s loyalty card data. We can programmatically engage digital audiences at scale and close the loop, providing strong, measurable sales results.”

Learn more about i2c here

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