Nielsen Marketing Cloud to launch this month

Global measurement company Nielsen has announced the Australian launch dates for its Nielsen Marketing Cloud.

The data management platform will launch in Melbourne on 11 April and Sydney on 16 April, and offer Nielsen data sets, including Nielsen Homescan and Nielsen Consumer and Media View.

While many companies offer cloud-based data management platforms, Nielsen claimed none have access to the same level of data and analytics as it does.

“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,” Andrew Palmer, head of media analytics said.

>”Relevant, high-performing marketing relies on high-quality consumer and media data, and no one provides more accurate, validated data at scale than Nielsen. It’s in our DNA.”

Nielsen stated that the Marketing Cloud will allow clients to “advance their precision marketing efforts”.

“Using the platform, clients can achieve a richer understanding of consumers and audiences, more effective messaging and campaign optimisation,” commercial director Eugene Du Plessis said.

“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 a single platform to digitally activate across Nielsen media and retail data.”

At both the Melbourne and Sydney launch events, Nielsen will stage a panel discussion on bringing data to life. In Melbourne, Dave Lodge (The Media Store), Rebecca Rizzo (Carsales) and Shalabh Atray (Kraft Heinz) will be joined by Ranjeet Laungani (Nielsen). In Sydney, Adam Krass (Annalect), Susie Cardwell (News Corp), Timothy Whitfield ​(BurstSMS) and Aiden Quinn (Nestlé) will be on a panel with Laungani.

“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,” added Laungani, the Asia Pacific commercial leader for the Nielsen Marketing Cloud.

“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. This is a big deal.”


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