Periscope Will Combine Nielsen’s Consumer Data Along With Existing Insights, And Marketing, Category, And Pricing Solutions
Periscope® By McKinsey and Nielsen announced an important alliance through Nielsen’s Connected Partner program. This collaboration would allow, Periscope’s customers to have seamless access to Nielsen’s syndicated point-of-sale (POS) data, panel data, a variety of in-store execution monitoring services, and pricing and promotional models, globally. Additionally, this collaboration would provide Periscope’s clients with access to Data Management Platform services through the Nielsen Marketing Cloud. With access to these Nielsen data sources and analytic capabilities, Periscope’s clients will be able to make better and faster decisions across their sales and marketing activities.
Nielsen is recognized as a global leader in retail measurement services. Nielsen data is the DNA of the Connected Partner Program which allows Nielsen’s clients and partners can easily collaborate in an open ecosystem. Steve Hasker, Global President and Chief Operating Officer, Nielsen, said, “The seamless integration between Periscope solutions and Nielsen’s best-in-class analytics and models epitomizes the open nature of the Connected Partner program.”
Hasker added, “Together through open collaboration and data-driven decision making, we will be able to bridge insights across our Watch and Buy businesses and help clients rapidly and positively impact their bottom line, achieve their business goals and help media and marketing players compete at scale.”
Brian Elliott, Managing Partner of Periscope By McKinsey, mentioned, “This alliance will enable us to combine Nielsen’s breadth of consumer data along with our Insights, Marketing, Category, and Pricing solutions to enable our clients to best understand their customers, markets and opportunities for growth. Embedding access to this intelligence into our advanced analytic workflow solutions further enables our clients to rapidly make loyalty-driving and margin-enhancing decisions when it comes to their pricing, merchandising, category management and promotional activities.”
The Nielsen Connected Partner Program is an industry first solution for companies servicing the FMCG and retail industry. The program enables partner companies and clients to collaborate in an open ecosystem, removing the common barriers to connecting applications and data sets at scale.
It is not clear yet if Periscope will leverage Nielsen’s new AI platform “Nielsen AI” to enable clients dynamically change their messages to reflect fluctuating consumer media and buying behavior.
Currently, Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers packaged goods manufacturers and retailers the only global view of the industry’s retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance.