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SCHAUMBURG, Ill. -- ACNielsen, a sister company of Convenience Store News, and Yahoo!, a leading global Internet company, announced the launch of Yahoo! Consumer Direct, Powered by ACNielsen, a new service that enables consumer packaged goods (CPG) companies to reach consumers more effectively online and directly measure the offline sales impact of such efforts. The new service leverages each company's areas of expertise to deliver an improved return on investment (ROI) for CPG marketers.
The service also can serve retail companies in partnership with manufacturers to measure marketing program effectiveness.
Consumer Direct follows an "identify, communicate, evaluate" process. Members of the 61,500-household ACNielsen Homescan consumer panel have chosen to participate in the program, granting permission to allow their offline purchasing to be analyzed in conjunction with their activity on the Yahoo! network. Yahoo! and ACNielsen then use learnings from the Homescan panelists to find groups with similar demonstrated interest trends among Yahoo!'s millions of monthly visitors. The Consumer Direct team then works with CPG clients to communicate to those consumers via customized online media campaigns, using a range of solutions from Yahoo!'s media and promotion suite. Lastly, the ACNielsen Homescan panel is used to evaluate the campaigns' ROI, including metrics around the impact on retail sales, brand loyalty, and more.
"We see Consumer Direct as a real opportunity to measure the sales impact of our online activities in a more meaningful way and gain a better understanding of online communications initiatives," said Philippe Harousseau, director of relationship marketing innovation center for Unilever. "We're thrilled to be piloting this initiative with ACNielsen and Yahoo!"
David Riemer, vice president of marketing solutions for Yahoo!, said, "Our relationship with ACNielsen provides tremendous opportunities for companies to take a much more informed approach to their marketing. We call it a 'know and grow' strategy: the more you know about your consumers and how they interact with your campaigns, the more you can grow your business. Marketers can better refine their online marketing programs using Consumer Direct and then even transfer some of that learning to their offline programs."
"Consumer Direct leverages our data and analytical content to provide marketers with a more complete understanding of how consumers respond to online marketing activity," said Robert Tomei, senior vice president and chief marketing officer for VNU's Marketing Information Group, which includes ACNielsen, ACNielsen BASES, Spectra and Claritas.
"The break-through of this new service is our ability to use these consumer insights to identify key opportunity segments among Yahoo!'s vast customer base. The result is a much more efficient way of communicating with consumers online, building relationships, and, ultimately, driving sales. Importantly, this is the first of a suite of 'direct-to-consumer' marketing products from ACNielsen which will ultimately include integration with retailer frequent shopper programs and traditional direct mail lists."