Flashtalking & Nielsen Debut Enhanced Data-Driven Offering For MarketersFlashtalking20 Feb 2020Flashtalking20 Feb 2020The companies build on their existing data-driven relationship and enable the use of Nielsen in-store conversion data within multi-touch attribution to evaluate sales lift and strengthen creative personalization across the entire consumer journey.
Flashtalking, the leading global independent primary ad server specializing in creative personalization, and Nielsen, the leader in trusted, third-party audience measurement, have announced an enhanced offering that more effectively powers and analyzes data-driven marketing for CPG and Retail marketers. Building on their existing relationship, Nielsen is now a preferred vendor and will provide Flashtalking customers with granular insight into how their digital marketing is driving incremental offline sales with Nielsen Attribution for CPG. Collectively, the companies provide CPG marketers greater insight into the factors that drive creative performance, which ultimately enables creative optimizations that drive real business results, in-store conversions and ROI.
“As CPG marketers have moved beyond mass media to attract and engage always-on, digital-first consumers, in-store performance data remains a critical part of the picture,” said John Nardone, CEO of Flashtalking. “Historically, many CPG advertisers have lacked granular insight into the impact of different creative concepts on actual sales performance, and instead have been reliant on poor proxies for performance such as clickthrough rates. Our companies are glad to be able to fill this void and give advertisers a view of what’s really working and what isn’t from a creative perspective, tied to actual results.”
Leading CPG clients have already implemented Flashtalking and Nielsen Attribution for CPG with great success, markedly demonstrating the ability of personalized creative messaging to drive in-store conversions at even higher rates. The combination of Nielsen Attribution for CPG and Flashtalking’s personalized messaging, has, in some cases, delivered four times lift in the number of attributed in-store conversions based on Nielsen analysis.
“Compared to traditional non-data-driven creative, personalized messaging at scale, this is a game-changing solution for large CPG and Retail clients that are increasingly focused on driving in-store ROI,” said Matt Krepsik, Global Head of Analytics, Nielsen.
With more coming on board, leveraging this offering, joint clients of Flashtalking and Nielsen are now able to:
Create and activate personalized messaging based on a wide array of data signals, including Nielsen audience segments, from within the Flashtalking platform
Measure the effectiveness of personalized creative concepts and messaging tactics at driving in-store sales lift, using Nielsen’s industry-leading marketing attribution solution