- Nielsen announced on Thursday the launch of its Nielsen Connected Partner Program, which provides access to the company's CPG data and insights to third-party analytics companies, according to a news release.
- The company describes its program as a "managed network of companies who serve CPG manufacturer and retail clients using data shared under a set of data release rules," according to the news release.
- Nielsen's statement says it offers third-party analytics companies and their CPG and retail clients a robust amount of retail and shopper data and insights. This mutual data source will solve common issues and industry barriers manufacturers have faced in past data collaboration efforts.
The primary benefit of Nielsen's new program is that it "shifts the current work model from data management and data alignment to systematic, data-driven decision making," according to the news release. This is critical for manufacturers that want to collect, analyze and implement insights from big data, but are overwhelmed by the process and how to take action based on their findings. By streamlining the method and eliminating barriers to data sharing, collaboration can be faster and more effective.
The possibilities of how manufacturers could utilize this type of CPG shopper data are nearly limitless. Manufacturers can better gauge the effectiveness of marketing campaigns on target audiences, or test sales for new product development and packaging innovations. They can better tailor and personalize trade promotions and merchandising efforts. Or they can prove the ROI of various changes they make to a product, its processing or packaging.
Having better access to Nielsen's breadth of data could be a game-changer for manufacturers of all sizes. However, manufacturers will need to work with third-party analytics companies that are official partners in Nielsen's program and abide by its data-sharing rules. The key is to find the right analytics partner, build a relationship and set of goals for the data collaboration, and then devise a plan to effectively implement the insights.