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NEW YORK, N.Y. -- The Nielsen Co. here said it has forged a strategic alliance with Experian Marketing Services to provide CPG businesses with a new consumer relationship marketing (CRM) solution.
The new joint solution, unveiled at Nielsen's annual Consumer 360 Conference, will allow marketers to more effectively target and establish direct relationships with consumers at the household level through relevant messaging, in order to build brand loyalty and marketing ROI.
Rising mass media costs and an increasing number of media channels has created the need for CPG marketers to engage their consumers more directly through targeted marketing at a household level, Nielsen said. The new joint CRM solution applies the companies' purchase data, consumer life stage, attitudinal and geo-demographic information, and analytics expertise to help CPG marketers more accurately know, target and connect with their consumers. The solution enables CPG marketers to understand consumer purchasing behaviors at the household level, deliver customized and relevant communications based on those behaviors, and measure responses in order to create more effective marketing campaigns.
"Household targeting has become the goal for savvy CPG marketers," said Tim Kregor, U.S. president of Nielsen Homescan & Spectra, a service of The Nielsen Co.
The Nielsen Co. is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Progressive Grocer, Billboard, The Hollywood Reporter, Adweek), trade shows, and the newspaper sector (Scarborough Research).