Nielsen United States - Solutions - Products & Services - Analytic Consulting

ACNielsen Modeling & Analytics can provide marketing managers with information on how to improve the Return on Marketing Investments from the various marketing tactics that are used to drive brand sales. ACNielsen uniquely provides an understanding of not only how consumer targets respond, but also how to improve sales through better tactical execution.

Key Questions Addressed

Consumer Marketing Mix analytics will answer:

How should you allocate funds across trade promotions, coupons and advertising?
Which consumers respond to which marketing vehicles?
How can you improve ROI with revised tactics?
Which type of coupons is most effective?
What are the consumers who are responsive to your TV advertising watching?
Does ethnic marketing work?

Target Audience

Consumer Marketing Mix is targeted to manufacturer brand managers who need information to develop improved marketing plans:

Used by brand managers to set marketing strategy
Used by brand management to integrate corporate strategy with field implementation
Used by sales management to outline the consumer dynamics of trade promotions

Key Benefits

Integration of data from various VNU assets (ACNielsen POS, Spectra, Nielsen Media Research and TDLinx)
Store level model for complete evaluation of trade promotions (by type and discount, including multi-unit purchase requirements)
Evaluation of ROI impact across consumer targets, including ethnicity and geographies
Tactical recommendations on how to improve ROI

Project Content

Consumer Marketing Mix analyses deliver measures of marketing effectiveness and efficiency across the key marketing levers of trade promotion, coupons and advertising. In addition to average household response to marketing, the Consumer Marketing Mix analyzes the consumer response from marketing across a variety of consumer targets using the industry standard Lifestyle and Lifestage grid from Spectra.

Delivery Options

The primary delivery of all Consumer Marketing Mix Analyses is a professional presentation delivered by an experienced Modeling & Analytics specialist. All analyses are accompanied by professional consultation and recommendations, Microsoft-centric output in both Excel and PowerPoint, and electronic simulation tools.

Clients rely on the advice from ACNielsen’s consultants to make marketing mix allocation decisions that affect millions of dollars in revenue.

You can trust ACNielsen Modeling & Analytics to provide exceptional business recommendations founded upon well-supported principles of microeconomic theory. Employing a multiplicative demand model fueled by store-level data, integrated from the suite of VNU resources, our models:

Eliminate aggregation bias.
Control for the effects of seasonality.
Control for distribution and pricing changes that affect normal everyday base sales.
Isolate differences among marketing vehicles aimed at driving short-term incremental sales.
Isolate the differences in response from various consumer targets.
Isolate the differences in response across different geographies (market and retailers).

Consumer Marketing Mix analyses are often accompanied by Retail Account Level Regular Price and Promotion Solutions to provide a complete picture of the pricing and promotion environment for CPG retail trading partners. All results are coupled with ACNielsen’s electronic delivery tools designed to allow a user to conduct “What if?” analyses. Clients have the ability to understand historical execution, make decisions regarding future plans, and evaluate results across potential plans.

What VNU Data Types and Sources Can Be Integrated with this Offering?

ACNielsen Scantrack

Homescan

Nielsen Media Research

Spectra

TDLinx