The partnership between the two companies will see them focus on assisting CPG companies with improving their commercial capabilities in pricing, promotions, assortment optimisation and customer planning.

Earlier this month, an agreement was struck to sell Nielsen Global Connect to equity investor Advent International, in partnership with James Peck, former chief executive of TransUnion, for $2.7bn. The deal is expected to be completed next year.

Richard Cook, chief operating officer at the intelligent analytics unit at Nielsen Global Connect, said the collaboration would “enable CPG companies to get ahead of the curve when it comes to their ability to draw insights from big data”.

Laure Maddens, partner in Bain & Company’s consumer products practice, said: “Combining Nielsen’s data analytics and tools and Bain & Company’s approach to commercial excellence will allow our consumer goods clients to grow the profit pool, working jointly with their retailers to achieve the best possible outcomes for both parties.”