To jump-start product sales and awareness of Systane Complete, Alcon launched a 360-degree marketing campaign in April 2018 designed to reach the 30 million people living with dry eye in the US. Since the OTC dry eye drop segment has relatively low household penetration, the company needed to maximize the efficiency of its budget by strategically targeting its core consumers. Measurement would be critical to its success. But the window for analysis was short if Alcon’s marketing team wanted to leverage those learnings to inform their 2019 plan and budget. See why Alcon turned to its long-time measurement provider Nielsen to get the performance insights it needed, fast.
With each Nielsen marketing mix modeling analysis, CAS has seen its return on advertising spend continue to...
Other content in this Stream
Meeting the demands of zero-based budgeting means justifying costs at every step. Success requires embracing a test-and-learn approach.
Digital has made the customer journey more complex. Learn how you can get the most value from your marketing investments.
See how disruptions in the CPG market are providing new information and ways to communicate, connect and sell products.
Discover the benefits prioritizing high-quality data.
Watch this on-demand video to hear from the CMO Council and Nielsen, as they discuss digital marketing pitfalls and how to avoid them.
Learn why perceptions of value shouldn't drive marketing decisions and how to quantify the true value of your digital investments.
Find out how automotive marketers can set themselves up for success in a rapidly evolving landscape.
Download this ebook to find out how CPG brands can power future growth in the digital era.
Get your roadmap for navigating digital marketing changes on the horizon.
In this ebrief, Forrester Senior Analyst Jim Nail discusses modern marketing and answers the top 6 questions facing marketers today.
Learn how Nielsen is providing the most accurate and actionable marketing and media performance metrics in the industry.
Take a look inside the mind of the modern marketer in the Nielsen Annual Marketing Report.
Forrester Research Principal Analyst Jim Nail shared strategies for adopting a modern marketing approach to win, serve, and retain today’s customers.
The path to marketing redemption in 2020 and beyond will require balancing long-term brand building with the demands of growth.
See the top five use cases for a predictive marketing dashboard and how it can help your business grow.
Find out how data and advanced modeling techniques can help automakers increase relevance and invest in the marketing tactics that work best.
Which measurement strategies and tactics do marketers need to be successful in 2020 and beyond? We asked five Nielsen experts to share their predictions.
Finding a local organization that can use your skills is a great way to give back to your community. Take a look at these six suggestions for how to begin.
Special guest, Jim Nail, Principal Analyst at Forrester Research discusses modern marketing and new video advertising strategies.
You need a measurement approach that matches your needs and objectives. Here’s a side-by-side comparison of three effective solutions.