On Monday, MMW was briefed on a new partnership generating talk today.
Nielsen and Concentric, a leader in agent based simulation technology for marketing, has just reached what’s called a “global strategic alliance” to bring a new system for brand and media planning to Nielsen clients.
From a provided statement:
Through this alliance, clients will benefit from Nielsen’s unique data assets and analytics combined with Concentric’ s modeling method that synthesizes large data sets and allows clients to make strategic decisions about an advertising campaign’s potential.
Additionally, Nielsen is enhancing its planning capabilities to enable “smarter media investments.” The reason? The company hopes to deliver greater returns for its clients.
“Nielsen has unparalleled insight into the consumer, as well as marketing effectiveness,” said Greg Silverman, Concentric’s CEO. “The power of their data and analytics combined with our technology is very exciting for the future evolution of media planning technologies and the capabilities that this will bring for monetization.”