Nielsen Overview
After analyzing Nielsen’s solutions for ad effectiveness, a multitude of conclusions can
be made. They have three different offered solution plans: Nielsen Total Audience and the
Nielsen Marketing Cloud. Nielsen also provides a program called the Nielsen Connected System
which can bring these results from the solutions all together and communicate them to
businesses. To best evaluate the three programs and determine the value of each, research was
conducted on each and the information can be found below.
Nielsen Total Audience:
The Nielsen Total Audience solution spans through the entire media process. The media
process begins with planning and moves on to activation and then measurement. The
measurement phase has to components of analysis: ratings and effectiveness. The planning phase
focuses on two different elements. These elements are ad intel and media impact. By analyzing
the ad intel, businesses can uncover the movement of ad dollars being spent on linear and digital
media. The media impact element creates optimized plans to reach specific audiences. The
activation phase of the media process consists of a data management platform and data as a
service. Under the data management platform, businesses can expand, optimize, segment, and
activate the data that has been found in such a way to market through all different channels. The
data as a service element allows businesses to find their target audience segment, or to even
create their own based on the characteristics companies are looking for. In the ratings part of the
