An ‘Outcomes Database’ Is Created At Nielsen


Now from Nielsen: a database designed to leverage the company’s global scale to establish syndicated normative (norms) standards for campaign outcomes measurement.

The dataset, says Nielsen of its new “Nielsen Compass,” covers such marketing campaign elements as brands, pricing, promotions and media platforms. This, says Nielsen, offers users “a common measurement language across advertising buyers, sellers, and agencies.”

Each year the aggregated dataset is updated with approximately 25,000 campaign ROIs, 100 categories and 50 countries, Nielsen adds.

Why the move? “C-suite executives are demanding greater accountability and impact from their marketing plans,” the nation’s dominant audience measurement and consumer analytics firm notes.

“There has never been a more dynamic and challenging time to be a marketer. Each year, billions of advertising dollars go to waste as marketers rely on incomplete data when making decisions on their cross-media strategies especially when attempting to scale across countries and brands,” said Matt Krepsik, General Manager, Planning & Outcomes Products at Nielsen. “Our mission is to deliver outcome measurement around the world so marketers can maximize their ROI, move with velocity and be budget friendly. We launched Nielsen Compass as an answer to an industry calling for better outcome reporting measurement.”