Nielsen announced it is teaming up with consumer packaged goods marketing and data analytics outfit Quotient Technology in a partnership the companies said would help clients maximize data-driven marketing.
Increasingly, brand marketers use data to drive decisions on how they allocate their media spending to reach consumers. Nielsen and Quotient said this strategic partnership will provide advertisers and agencies with exclusive access to consumer insights while enabling more robust sales through sophisticated, scalable data-powered marketing.
Mountain View, Calif.-based Quotient uses its specialty technology to help retailers and their partners target millions of shoppers. It has strengthened its offering with new capabilities in social media and e-commerce through recent acquisitions, including that of influencer marketing firm Ahalogy in June 2018.
Quotient also signed on with Albertsons Cos in April, to help the retailer reach more customers through social media promotions. The same month, Nielsen also announced efforts to work with the Food Marketing Institute to create an omnichannel "road map" to better execute their digital strategies.
“As marketers continue to adapt to connect with the omnichannel shopper, advertisers are blurring the lines between media and trade to capture incremental growth through a curated consumer experience,” said Matt Krepsik, global head of analytics for New York-based Nielsen. “This collaboration with Quotient aligns with our strategy to provide clients with consumer intelligence to inform and optimize their advertising investments across all the touch points on the purchase journey.”
“We’re excited to partner with Nielsen, bringing together two powerful data and media brands and platforms to enable efficient marketing spend,” said Mir Aamir, CEO of Quotient Technology. “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.”
The strategic partnership will also extend to Nielsen’s analytics, activation and planning solutions, including the Nielsen Marketing Cloud and Nielsen Media Impact platforms. Nielsen's customers, in turn, will be able to access more than 2,500 CPG-ready buyer segments through the Nielsen Marketing Cloud and Quotient Audiences.
By bringing together the companies’ product and data, the two companies will be able to provide advertisers, publishers and platforms with media channels and coverage across the retail space, including 20,000 stores across the United States. Nielsen plans to make Quotient's data platforms and tools available beginning Sept. 1.