NEW YORK —Nielsen and Concentric, a leader in agent based simulation technology for marketing, today announced a global strategic alliance to bring a new system for brand and media planning to Nielsen clients. Through this alliance, clients will benefit from Nielsen’s unique data assets and analytics combined with Concentric’ s modeling method that synthesizes large data sets and allows clients to make strategic decisions about an advertising campaign’s potential.
Nielsen is enhancing its planning capabilities to enable smarter media investments that deliver greater returns for its clients. Nielsen’s new simulation offering will replicate consumer and marketplace conditions, including earned, paid and owned media, competitive activity, product features, consumer perceptions and word-of mouth to mimic real-world marketplace dynamics.
“Nielsen has unparalleled insight into the consumer, as well as marketing effectiveness,” said Greg Silverman, Concentric CEO. “The power of their data and analytics combined with our technology is very exciting for the future evolution of media planning technologies and the capabilities that this will bring for monetization.”
Specifically, the solution will enable marketers to examine a variety of potential marketing strategies to determine which is likeliest to drive brand value. Media plan simulation will enable advertisers and agencies to understand the potential outcomes for a given ad campaign and deliver the strongest return. Content owners will be able to test run various strategies for distributing their content in a highly fragmented ecosystem to determine the best options for their franchises.
“Our clients have increasingly difficult business questions that require thoughtful and fresh insights,” said Eric Solomon, SVP Product Leadership, Nielsen. “Through this new solution, clients will be able to gain a deeper understanding of the dynamics of the consumer and brands. We will focus on addressing three client pain points: marketing strategy optimization, media plan simulation and media asset monetization.”
The solution will be available to select clients in its pre-commercial launch.
Nielsen’s simulation offering works in conjunction with other Nielsen analytics and planning solutions, including the new media planning system set for release in Q2 2015. The solution integrates insights and data from this offering to extend the range of answers clients can obtain to challenging marketing questions.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Concentric is a software company based in Cambridge, MA and a global provider of market simulation technology. Concentric helps organizations integrate data and tools into a single framework to attribute the impact of marketing investments, forecast sales and brand metrics, and test future strategies. Concentric’s technologies are based on agent-based modeling, complexity science, behavioral economics, and machine learning. For more information, visit www.concentricabm.com