The alliance will see the two businesses create an open data solution for FMCG manufacturers and retailers with Nielsen Connect supported by intelligent cloud platform, Microsoft Azure.

Through advanced analytics and artificial intelligence services built on Azure, Nielsen Connect is helping companies integrate data assets to more easily spot emerging trends, diagnose performance gaps, and act faster on opportunities to grow.

John Tavolieri, president, US FMCG and retail and chief technology and operations officer at Nielsen, said: "Nielsen’s powerful data is as much of an enterprise asset as people and products. It’s our priority to make sure clients are maximising their data assets, so Nielsen and Microsoft are breaking down the silos of the status quo.

"We are helping the retail industry reimagine its approach to data by creating an open and global environment of collaboration, encouraging companies to evolve beyond mere data management.”

Judson Althoff, executive vice-president of Microsoft’s worldwide commercial business said: "Because retail happens wherever customers are and whenever they choose, Nielsen Connect provides high reliability at a global scale 24/7. Microsoft is a natural partner for Nielsen, trusted by global enterprises to protect their data and power their critical business solutions."