NEW YORK — Connected commerce is the future of retail enabled by new technology and digital first business models. With category shifting disrupters such as grocery delivery services, direct to consumer brands and fragmentation, understanding the Total Consumer is not possible without including the rapidly changing e-commerce landscape. As a global leader in measurement and analytics, Nielsen (NYSE: NLSN) has been helping clients understand this new frontier for years, and today announced the first details of their much anticipated e-commerce measurement solution for the U.S market.
This solution is a combination of Nielsen retail data cooperators, multiple consumer-sourced data sets and demand related analytics that will provide the industry a leading measure of e-commerce channel performance for both retailers and manufacturers. These data sources, married with Nielsen’s best-in-class data science will enable an integrated, calibrated and projectable measurement solution. The retail data cooperators are across a spectrum of channels ranging from pure play, club, mass, specialty, drug, and food.
This solution will provide an integrated view of consumer insights, in addition to the market measurement, through consumer level purchase data. Through the analysis of consumer purchase receipts received by email and direct consumer reporting, insights into specific product sales and trends at major online retailers will be revealed. Through integration to Nielsen’s Enterprise Marketing Platform, Nielsen will enable marketers to reach this important and growing audience to maximize their marketing investment.
“We are excited to bring this comprehensive measurement solution to our clients and the industry,” said Karen Fichuk, President, North America. “While we have been helping clients understand the e-commerce landscape by developing strategies and marketing solutions, having the ability to share with clients how they are doing against their competitors and in various channels is something that has been years in the making. The complexity of this space makes it important that we develop a holistic solution that addresses all channels, players and new business models, something that is a clear gap in the industry today. This also marks an important milestone in our mission to create a ‘Total Consumer’ measurement solution that captures both our clients’ large mature channels integrated with their growth channels.”
Nielsen’s e-commerce measurement solution will be integrated within Nielsen’s current suite of measurement services and will be available to U.S. clients later this year.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.