Nielsen launches marketing ROI database
The ‘Nielsen Compass’ database will cover data from marketing campaigns including brands, pricing, promotions and media platforms.
It includes data on 100 categories from 50 countries and feeds into the company’s media planning toolkit.
Nielsen has launched the dataset in response to a need for ‘better outcome reporting measurement', according to a release. It will offer data to inform decisions on campaigns across media, including TV, digital video and display.
Matt Krepsik, general manager, planning and outcomes products, Nielsen, said the objective of the dataset is to "deliver outcome measurement so marketers can maximise their return on investment".
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