Nielsen, Quotient Partner on Omnichannel Data Set
Nielsen has entered into a strategic partnership with digital-first solution provider Quotient Technology. Through the partnership, Nielsen will bring Quotient’s omnichannel purchase intelligence into its audience and performance measurement to allow clients to deliver on the next frontier of data-driven marketing.
Through Nielsen insight and measurement solutions, clients will have access to Quotient’s purchase and intent data set. This represents nearly 5 billion purchase transactions powered by retail partners generating more than $150 billion in annual sales, as well as Quotient’s digital promotion data including billions of digital coupons clipped per year.
Quotient data sets will be exclusively provided to Nielsen for integration across Nielsen digital ad ratings, campaign lift and multi-touch attribution, offering marketers with a trusted view of media exposure connected to comprehensive understanding of purchasing behavior and intent.
Nielsen plans to make lift measurement and activation services that use Quotient data available to clients beginning Sept. 1.
The strategic partnership will also extend to Nielsen’s analytics, activation and planning solutions including Nielsen Marketing Cloud and Nielsen Media Impact. Nielsen customers will be able to seamlessly access Quotient Audiences’ more than 2,500 CPG ready buyer segments through the Nielsen Marketing Cloud.
By bringing together the companies’ product and data offerings, Nielsen and Quotient will be able to provide advertisers, publishers and platforms with greater comparability across media channels and coverage across the retail space, including 20,000 stores across the U.S.
“As marketers continue to adapt to connect with the omni-channel shopper, advertisers are blurring the lines between media and trade to capture incremental growth through a curated consumer experience,” said Matt Krepsik, Nielsen global head of analytics. “This collaboration with Quotient aligns with our strategy to provide clients with consumer intelligence to inform and optimize their advertising investments across all the touchpoints on the purchase journey.”
As consumers seek more integrated shopping experiences, brand marketers are increasingly using data to drive decisions on how they allocate their media investments and connect with consumers along their purchase journey. Bringing together Quotient’s retailer-powered data set of more than 100 million buyers and its media and promotions activation platforms with Nielsen measurement solutions, this partnership will provide advertisers and agencies with exclusive access to consumer insights, enabling incremental sales through more sophisticated, data-powered marketing at scale.
“We’re excited to partner with Nielsen, bringing together two powerful data and media brands and platforms to enable efficient marketing spend,” Quotient Technology CEO Mir Aamir said. “Consumer brand marketers are demanding seamless digital solutions to deliver results at scale. Together we can meet this need by bringing an unparalleled combination of insights, activation, and measurement that will propel the industry forward.”
