A new partnership between a digital-first provider of data, media and promotions platforms powered by purchase data and the nation’s dominant audience measurement data provider is poised to bring clients an improved path to data-driven marketing.
The agreement between Nielsen and Quotient Technology brings the latter’s omni-channel purchase intelligence into Nielsen’s audience and performance measurement.
“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 strategic partnership will provide advertisers and agencies with exclusive access to consumer insights, enabling incremental sales through more sophisticated, data-powered marketing at scale,” Nielsen boasts.
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 a trusted view of media exposure connected to comprehensive understanding of purchasing behavior and intent.
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 access Quotient Audiences’ more than 2,500 consumer packaged goods (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.
Nielsen plans to make lift measurement and activation services that use Quotient data available to clients beginning Sept. 1.