You are here
ACNielsen U.S., an operating unit of ACNielsen, and the MediaPlan division of Spectra Inc., each VNU companies and parent of Convenience Store News, announced the launch of a jointly developed information service aimed at improving retail marketing.
The new service, which combines ACNielsen's premier retail and consumer databases with Spectra's proprietary Lifestyle/Lifestage grid and consumer-based response measurement, allows marketers to identify the marketing vehicles, advertising levels, event timing and promotional programs that generate the greatest marketing impact.
"In today's environment, nothing is more important than achieving marketing ROI (return on investment), consistently and measurably," said Tim Callahan, president of ACNielsen U.S. "To do that, marketers need reliable ways to identify and implement marketing activities that reach targeted consumers
and build sales. They need information that can ensure their investment will yield the highest possible return for their brands. This joint service gives them that capability."
Traditional marketing mix modeling services, analyze overall sales levels to measure advertising and promotional responses in the market at large. The ACNielsen/Spectra consumer marketing mix model goes several steps further by measuring responses of key lifestyle and ethnic consumer segments, as well
as specific geographies. The service gives clients clear, action-focused analysis of each element in the marketing mix: advertising, coupons, trade promotions and pricing.
Marketers can track marketplace results on the same consumer basis they use for marketing mix modeling and planning by using the ACNielsen Lifestyle Track information service that ACNielsen and Spectra launched in the fall of 2000.