Nielsen Marketing Cloud set for Australian launch

Global measurement company, Nielsen, has announced that it is to launch the Nielsen Marketing Cloud in Australia next week.

The announcement comes with launch events to be held in Melbourne and Sydney, on 11th and 16th April respectively, offering propriety Nielsen data sets, including Nielsen Homescan and Nielsen Consumer and Media View.

Head of Media Analytics, Andrew Palmer, said accurate, validated data at scale is in Nielsen’s DNA and is unrivalled in consumer measurement, stating "marketers are asking for credible, meaningful and behavioural based data.

“As a consumer measurement company, the ability to target these potential customers is a natural fit.

“Relevant, high-performing marketing relies on high-quality consumer and media data."

With the Nielsen Marketing Cloud, marketers will have the opportunity to profile and activate across Nielsen’s exclusive universe of 86 FMCG categories and different buyer groups, and across its understanding of consumer’s attitudes, intentions, demographics and media behaviour in 11 industries.

Nielsen Commercial Director, Eugene Du Plessis, said the platform will provide clients with a richer understanding of consumers and audiences, more effective messaging and campaign optimisation.

Du Plessis advised “marketers can leverage these insights to build their audience segments and activate them in real-time across the digital ecosystem.

“It is very exciting to provide current and prospective clients with a single platform to digitally activate across Nielsen media and retail data.”

Nielsen Marketing Cloud Asia Pacific Commercial Leader, Ranjeet Laungani, said Australian users are being offered a world-first opportunity with the Nielsen data sets.

Laungani added “we’re thrilled to bring the Nielsen Marketing Cloud launch to Australia, our tenth market globally and the third market in the Asia Pacific region.

“Globally we have helped brands and publishers plan, activate, and analyse audiences on the back of rich, behavioural, and purchase-based datasets that only Nielsen can offer.

“In a world-first, Australian clients will be able to profile their first party audiences against our Nielsen Homescan and Nielsen Consumer Media View datasets.”

At the launch events in Melbourne (11th April) and Sydney (16th April), there will be a panel discussion on the challenges and opportunities of bringing data to life.

In Melbourne, the panel will include Dave Lodge of The Media Store, Rebecca Rizzo from Carsales, Shalabh Atray from Kraft Heinz and Nielsen's Ranjeet Laungani.

In Sydney, it will include Adam Krass from Annalect, Susie Cardwell of News Corp, Timothy Whitfield from BurstSMS, Aiden Quinn of Nestlé and Nielsen's Laungani.