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Nielsen unveils e-commerce measurement key
25
Feb '16
Global performance management company Nielsen has announced the first details of their much anticipated e-commerce measurement solution for the US market.

Connected commerce is the future of retail enabled by new technology and digital first business models. With category shifting disrupters such as grocery delivery services, direct to consumer brands and fragmentation, understanding the Total Consumer is not possible without including the rapidly changing e-commerce landscape. As a global leader in measurement and analytics, Nielsen has been helping clients understand this new frontier for years, the company said in a press release.

With e-commerce measurement capabilities in eight markets globally, Nielsen's expansion of e-commerce coverage to the US brings a comprehensive, multi-data solution to the retail marketplace.

This solution is a combination of Nielsen retail data cooperators, multiple consumer-sourced data sets and demand related analytics that will provide the industry a leading measure of e-commerce channel performance for both retailers and manufacturers. These data sources, married with Nielsen's best-in-class data science will enable an integrated, calibrated and projectable measurement solution. The retail data cooperators are across a spectrum of channels ranging from pure play, club, mass, specialty, drug, and food.

Nielsen claims this solution will provide an integrated view of consumer insights, in addition to the market measurement, through consumer level purchase data. Through the analysis of consumer purchase receipts received by email and direct consumer reporting, insights into specific product sales and trends at major online retailers will be revealed. Through integration to Nielsen's Enterprise Marketing Platform, Nielsen will enable marketers to reach this important and growing audience to maximize their marketing investment.

"While we have been helping clients understand the e-commerce landscape by developing strategies and marketing solutions, having the ability to share with clients how they are doing against their competitors and in various channels is something that has been years in the making. The complexity of this space makes it important that we develop a holistic solution that addresses all channels, players and new business models, something that is a clear gap in the industry today. This also marks an important milestone in our mission to create a 'Total Consumer' measurement solution that captures both our clients' large mature channels integrated with their growth channels," said Karen Fichuk, Nielsen's President, North America..

Nielsen's e-commerce measurement solution will be integrated within Nielsen's current suite of measurement services and will be available to US clients later this year, the release said. (SH)

Fibre2Fashion News Desk – India

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