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Nielsen Breaks Down Silos Between Consumer Electronics Retailer & Its Agency Partners; Provides Clear Picture of Performance

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1 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. CASE STUDY Nielsen Breaks Down Silos Between Consumer Electronics Retailer & Its Agency Partners CUSTOMER TESTIMONIAL NIELSEN ATTRIBUTION SITUATION This retailer is a global player in the audio equipment industry that caters mainly to the premium/luxury segment of the consumer market. Marketers at the company work with multiple agencies to manage its regional marketing and media efforts, including Performics and Mediahub in North America, and Mediacom in Europe. CHALLENGE Marketers at the company invest in a wide range of digital marketing channels, including paid search, paid social and online display, to drive quality visits to its website. The problem was that their marketing performance data lived in silos across multiple agency partners and systems. This last click ad server data was hard to connect, leaving the team with an incomplete view of the consumer journey, and little to no insight into the true impact of each channel or the synergies between them. Even worse, these silos created barriers and competition between agencies. The retailer turned to Nielsen for a more holistic approach for measuring marketing's impact on quality site visits, so they could better allocate budget across channels and tactics to improve their return. GOALS Enable the electronics retailer and its agencies to work in tandem to drive more quality site visits, more efficiently. SOLUTION Nielsen began by breaking down the silos that hindered cross-agency collaboration. On the data side, Nielsen worked with the retailer and its agencies to collect and consolidate user-level touchpoint data from all relevant sources into a single repository. This integration provided a more complete view of each user's journey for attribution and was essential for understanding which marketing channels and tactics drove the greatest performance. "Nielsen has challenged our agencies to think about our marketing channels in a way that's different than how they've typically done so in the past. The attribution insights provided by Nielsen have driven fresh, healthy discussion around how we are executing our marketing plan, and how we can maximize the results produced." —Head of Global Digital Marketing, Leading Electronics Retailer

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