One example is Nielsen’s recent acquisition of Pointlogic, a media measurement tool that allows advertisers to forecast the impact of media spend on outcomes such as sales and brand equity.
Although the phrase “marketing cloud” is often inclusive of CRM, email or campaign management, Nielsen has no plans to enter that race itself – for now.
“Our data is created from scratch – the most obvious one being media exposure data,” Clarken said. “Will we ever get into CRM or email? I have no idea, because there are terrific datasets out there we can use without going down that route.”
For instance, if a CPG company uses Nielsen Marketing Cloud, it is able to port in first-party CRM data and Nielsen could subsequently identify lookalikes based on its access to third-party datasets.
One example is Nielsen’s new partnership with DISH Network, which will allow it to import set-top box data into its ratings products. Others may include retail datasets at the store or SKU level through its retail measurement platform beyond Nielsen Homescan, the company’s consumer shopping panel.
Developing a unified consumer profile is key for measurement and targeting, for which Nielsen is well positioned to solve, said Martin Kihn, a research VP at Gartner.
But, he added, Nielsen also lacks an execution layer, such as multichannel campaign management and site optimization, a common feature of many other marketing hubs.
Nielsen’s success could hinge on its articulation of a clear strategy around connecting online-to-offline data, cross-device identity and TV data, he added.
Nielsen, however, claims to have a clear handle on its point of differentiation and that’s data neutrality.
“We need to make sure there is a referee on the field between advertisers, agencies and media owners to make sure the media owners are represented by someone who measures the entire marketplace, not just themselves,” Clarken added. “Then on the flip side, buyers and agencies want to know they got what they paid for by a party who’s independent.”