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Nielsen seeks to demystify influencer ROI

Nielsen has launched its Influencer Brand Effect, a measurement solution to help brands and advertisers evaluate the effectiveness of influencer marketing. 

The company says brands are set to spend up to $15 billion on influencer marketing by 2022, but says there remains a lack of transparent, independent and comparable metrics for brands and agencies to measure the true ROI of their influencer investment. 

It also says there’s a need for greater understanding of the true impact of influencer activity at a time when social media platforms are testing the removal of traditional engagement metrics such as likes, views and shares. 

The Nielsen Influencer Brand Effect solution is a measurement tool uses metrics such as brand awareness, ad recall, favourability and purchase intent. The solution also provides content metrics to assess the perceived ‘fit’ between a brand and the influencer, the right influencers to drive specific brand goals and whether content is effective at shifting audience perceptions.

Barney Farmer, UK Media Commercial Director, Nielsen, said: “Influencer campaigns can be a very effective way to engage audiences around products and brand messaging. However, measurement of the effectiveness of these campaigns is currently inadequate. The Nielsen Influencer Brand Effect solution looks to solve this challenge by giving brands and agencies a greater understanding of the impact of their influencer campaigns. By analysing KPIs such as familiarity, likeability and branding, research can provide actionable insights for brands to ensure that they are always improving their communications and relationships with their consumers.”

Image by cloudlynx from Pixabay

Nielsen acquires Visual IQ

Global information and data company Nielsen has acquired Visual IQ, a provider of multi-touch attribution (MTA) modelling of advertising on digital platforms.

The deal will be in place by the end of October.

Nielsen claims that the acquisition will improve its ability to automatically ingest and process large datasets, as well as provide Nielsen with access to more proprietary big data from advertisers, publishers and retailers.

“Our acquisition of Visual IQ strengthens Nielsen’s powerful capabilities in the marketing effectiveness space, bringing speed and granularity at scale to ROI measurement,” said Matt Krepsik, global head of product leadership for marketing ROI, Nielsen.

“Visual IQ’s rich history of marketing attribution and digital intelligence combined with Nielsen’s gold-standard marketing effectiveness solutions will provide advertisers, publishers and agencies with a holistic platform that offers the transparency to optimise and improve the return on marketing investments.”

“Our mission at Visual IQ has always been to drive marketing effectiveness with algorithmic attribution technology that allows customers to view tactical advertising performance through the lens of key audience segments,” said Manu Mathew, Co-founder and CEO at Visual IQ.

“Our team is excited to be joining the Nielsen family as we integrate our capabilities with theirs, and provide increased value to clients and a more powerful combined solution to the industry as a whole.”

Nielsen Marketing Cloud and i2c collaborate to deliver ‘complete omnichannel view’…

The Nielsen Marketing Cloud has announced an ‘insight collaboration’ with i2c – an innovative partnership between Sainsbury’s and Aimia – that concentrates on data-driven strategies and insights designed to influence shopping behaviour, build brand loyalty and enhance the shopping experience for customers.

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

Industry Spotlight: Nielsen launches Marketing Cloud to the European market…

The global analytics and measurement company, Nielsen, has launched its Nielsen Marketing Cloud in Europe to enable global and regional clients the opportunity to improve marketing outcomes and reduce media waste across multiple platforms.

The service – which is immediately available in the UK and France, with availability to Spain and Italy expected in the coming months – claims to deliver ‘unrivalled’ consumer data and analytics; in addition to a full-suite of first-party data management; cross-platform media planning; marketing activation and real time campaign analytics applications.

Mark Zagorski, EVP, Nielsen Marketing Cloud, commented: “Our mission is to empower marketers to deliver more efficient and effective cross-channel experiences for their customers no matter where they are. With this launch, our global and regional European clients can now plan, activate and analyse marketing initiatives across multiple channels, harnessing proprietary Nielsen data and applications that are unrivalled around the globe.”

The Nielsen Marketing Cloud will provide European clients insights around their key aggregated customer characteristics, such as; gender, demographics, age, shopping behaviour, life-stage, and product purchase intent. In turn, this will allow marketers to leverage these insights and build their audience segments and activate them in real-time across all major media and marketing platforms including mobile, online, ‘over-the-top’ TV, video, social media, email and content management systems.

Additionally, Nielsen says that the Cloud has one of the largest global predictive device graphs covering over six billion devices, enabling all clients to establish a single omnichannel view of their customers and greatly benefitting all multichannel marketing operations.

Andrew Muzzelle, digital media director at AIMIA and advocate of the Cloud’s capabilities, said: “The Nielsen Marketing Cloud enables us to access very accurate audience-data across myriad consumer traits like purchase consideration and shopping behaviour, and to programmatically reach these tailored audiences at scale in the UK.”

He continued: “With the Nielsen Marketing Cloud we’ve been able to drive efficiency and effectiveness in our digital advertising campaigns. i2c worked with the Nielsen Marketing Cloud to produce an award-winning Carling campaign driving an amazing 4.1X campaign ROI, providing proof of its value.”

European clients have access to Nielsen Marketing Cloud’s core suite of applications, which include the Nielsen Data Management Platform (DMP), Data-as-a-Service (DaaS) and integrations with over 150 third-party media and marketing applications. Furthermore, additional Nielsen and third-party applications such as Nielsen Media Impact for cross-platform media planning, and Sales Effectiveness solutions will be available to clients in the coming months.


The Nielsen Marketing Cloud is currently being used by Nielsen global clients across industries including food and beverage, personal care, pet care, wine and spirits, digital media, cinema, broadcast, out-of-home and retail.