Nielsen Makes Analytics an 'Everyday' Activity
Nielsen this month is launching Everyday Analytics, a suite of tools designed to enable consumer packaged goods manufacturers to keep pace with the constantly changing, daily conditions of today's fragmented marketplace.
"Our clients have always valued advanced analytics to guide their annual strategic planning, but scaling these analytics to the level of everyday decision-making has been a challenge," said Jeanne Danubio, Nielsen's head of marketing and sales effectiveness for lead markets.
"Through our more scalable models and easier-to-use tools, it's now possible for clients to give more of their people access to high-caliber analytics for their everyday decisions," Danubio continued. "As a result, they can be more nimble and more adaptive to changing market conditions with the benefit of fact-based decision-making whenever and wherever they need it."
By reducing the time, cost and resource demands of traditional analytics, coupled with simple and intuitive tools, the new offering aims to make sophisticated analytics more accessible for everyday decisions across all CPG growth drivers, including price, promotion, advertising and innovation.
Nielsen Everyday Analytics uses the same models as Nielsen's custom analytics, but delivers them in a more consistent, continuously updated and self-service fashion. They are less resource-intensive than custom analytics, making them accessible for smaller brands and markets that traditionally have had limited access to analytics, according to Nielsen.
The first offering to launch within the Nielsen Everyday Analytics suite will allow sales teams to more effectively and immediately adapt and optimize their retailer account strategies, the company said. Sales teams will get the most up-to-date view of price dynamics and pressures across all of their retail markets and within seconds, simulate the impact of different price and promotion tactics on sales, profits and budgets, for a specific retailer and within the context of a single event or a full year's trade plan.
Historically, sales teams have often resisted analytics because they have been too complex and confusing, but Nielsen says its tools require limited training because they have a built-in guide system that quickly leads users to the answers they need.
Additional tools in the suite will launch throughout 2017.
Nielsen is hosting a workshop entitled "Analytics for Everyday Decision-Making" this month at the Retail & Consumer Analytics Summit in Chicago.