Audience Data

Nielsen Joins Google’s Marketing Mix Model Partner Program

Nielsen Joins Google's Marketing Mix Model Partner Program

The partnership will give clients more comprehensive view of marketing spent outcome to help make better, faster and more informed decisions

Nielsen, the leading data metrics and measurement company, has been chosen as the preferred partner to the recently launched Google’s Marketing Mix Model (MMM) Partner program. As part of the deal, partners get access to Google display, search and video campaign data in a standardized format. The data can then help advertisers compare Google campaign spend and performance to other channels, such as TV, print, and other digital platforms.

The Google partner program is for marketing mix modeling vendors to integrate Google data into their solutions. Its other launch partners include Marketing Management Analytics, Neustar, and MarketShare.

Josh Kowal, Senior Vice President, Nielsen Marketing ROI, said: “By working directly with Google, this analytic alliance will give our clients a more comprehensive view of marketing spends outcomes to help make better, faster and more informed decisions.”

The partnership combines the power of Nielsen’s Marketing Mix Modeling capabilities and Google’s media data. This combination ensures advertisers can accurately measure the ROI of their digital investments. It also enables them to understand the drivers of ROI to improve YOY returns.

Babak Pahlavan, Senior Director Product Management, Google, said, “This partnership program will allow us to uphold high standards in data privacy and security while also offering our clients transparency into how these ads are impacting their bottom line.”

Nielsen’s  industry-leading custom marketing mix solution offers advertisers a holistic understanding of what’s driving sales. The solution takes into account both marketing and non-marketing factors, advertisers can simulate and optimize marketing budget allocations with Nielsen’s web-based Marketing Planner tool that guides where to invest the budget.

Read Also: Nielsen launches Marketing Cloud software in the UK

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