The Database: Implementing Agile Thinking in the FMCG Market
Staying nimble in today’s fast-paced market, isn’t easy, especially for large, multinational brands with massive scale and global footprints. Many companies look to agile processes as a means to innovate faster, but they often skip steps in the process. So can agile thinking work in the...
Measuring The Impact of Advertising One Purchase at a Time
In recent years, the creation of large single-source datasets has been a major boon to the advertising research industry. At Nielsen Catalina Solutions, we’re combining in-store sales data from millions of households with information on whether or not those households are exposed to any given ad...
Understanding Memory in Advertising
Advertisers and those who measure the impact of advertising are obsessed with memory. If advertising is to be successful, it has to stick in the consumer’s memory—or so the saying goes. But what exactly is that thing called memory, how long does it linger, and how do we measure it?
Using Single-Source Data to Measure Advertising Effectiveness
How do we know if advertising works? Is there a way to directly measure the in-store sales results of an advertising campaign? Scholars and marketers have grappled with measuring advertising effectiveness for decades.
From Theory to Common Practice: Consumer Neuroscience Goes Mainstream
On a typical day, the average consumer may be exposed to thousands of commercial messages, yet many of them won’t succeed in breaking through the clutter, nor have any discernible impact on that individual’s attitudes or behavior.
The Value Of Panels In Modeling Big Data
Hardly a day goes by without an industry report on audience fragmentation. Of course, it’s not a new phenomenon. With the rise of cable in the 80s, digital broadcast satellite in the 90s, Internet video in the 2000s and more recently over-the-top options, television audiences have enjoyed a...
Don’t Rob Peter to Pay for Paul: Striking the Balance with Innovation
Supporting both the core business and adequately growing innovations are equally critical to sustained growth. So how should companies optimally slice their media investment to support both?
Activating Big Data for Big Outcomes
Betting on winners and never losing might sound as fictional as a time-traveling DeLorean, but a panel at the recent Consumer 360 conference discussed strategies for using big data as an almanac that can lead to big business outcomes.
Nielsen Celebrates 90 Years of Innovation
It started with $45,000, an engineering degree…and a dream. Ninety years later, Arthur C. Nielsen Sr.’s dream has been reimagined many times over. On Aug. 24, 2013, Nielsen will celebrate its 90th anniversary. For us, this milestone is an opportunity to take a look back, and in the spirit...
What’s Next: The Next Step Forward in Advertising Effectiveness
Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.