Nielsen has formed a strategic partnership with Chinese eCommerce giant JD.com to launch a ‘Multi-Touch Attribution’ (MTA) offering in China, helping clients to assess the sales impact of their advertising and marketing investments.
A “first of its kind” solution in China, this joint effort will leverage anonymized data from JD.com’s cloud platform and their 236.5 million active users, along with Nielsen’s digital media monitoring data and analytics expertise. The joint offering will help advertisers more efficiently allocate advertising and marketing budgets to increase their ROI.
“The increased fragmentation of online media has created a landscape where consumers are seeing and clicking on hundreds of touch points before they make a purchase. For brands trying to measure and optimize their online marketing ROI, this is a massive problem that previous analytics platforms have been unable to solve effectively,” said Vishal Bali, managing director of Nielsen China. “Instead of looking at just that last click before purchase, the Nielsen-JD.com MTA offering allows us to track the full online shopping path and then leverage the most effective touch points for better engagement with the consumer.”
Yan Weipeng, vice president of JD.com, said, “Under the common goal of maximizing marketing efficiency and sales of manufacturers and brands, JD’s collaboration with Nielsen is a win-win solution. MTA promotes a thorough view of the omnichannel environment, while encouraging creative business models to provide door opening advertising services to consumers. This is the first of many steps in digital marketing that leverages Big Data to help brands focus their investment on the most appropriate factors. ”
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