The companies said that combining NPD’s sales data with Neustar’s modelling and planning data would mean marketers could better predict and evaluate to maximise ROI.

Clients will be able to create and assess countless ‘what-if’ scenarios to test assumptions, constraints, and competitive actions, to decide on the best marketing investment strategies.

Iván Markman, general manager, marketing services, Neustar, said: “With the proliferation of marketing channels for companies to invest in and the constantly changing marketplace, validating and optimising marketing investments is more challenging than ever. 

“Marrying our analytics and applications with real market data will enable our clients to make more confident decisions and data-driven marketing plans very quickly.”