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Intro to Nielsen Consulting


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Intro to Nielsen Consulting - research led problem solving and strategy development.

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Intro to Nielsen Consulting

  2. 2. Copyright ©2012 The Nielsen Company. Confidential and proprietary. NIELSEN CONSULTING: THE TRUSTED ADVISOR Brands, retailers and agencies alike seek a ‘translation layer’ to act on the wealth of research data available. 60% 50% 40% 30% What clients get What clients want 20% 10% 0% Data provider Info sources Business issue Solution Trusted advisor provider contributor provider Source: Nielsen client surveys 2
  3. 3. PROBLEM-LED STRATEGY DEVELOPMENT The translation layer between complex data and meaningful business outcomes Nielsen collects and analyses an unmatched wealth of data on Australian consumers’ behaviours, attitudes and actual consumption (retail, media and technology). The Consulting function serves as a translation layer between the data and business planning by collaborating with clientsCopyright ©2012 The Nielsen Company. Confidential and proprietary. to: - Identify the problems worth solving - Provide customised solutions to gain relevant insights - Form strategy and direction to respond to the business issue 3
  4. 4. Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE ONE-WAY RESEARCH PROCESS CARRIES RISK The ‘brief and respond’ process for insights data can be risky and time consuming. Client led Nielsen led REQUEST DATA CONDUCT ANALYSIS FORM STRATEGY EXECUTE Data provision as Client accesses Client develops and Client executes requested, or to a data, conducts forms core strategy set research brief analysis RISK Potential risks Is this all of the data Do the analysts have How would the Is the strategy based on that is helpful to solve the expertise and/or strategy have changed the correct conclusions? the business problem? time to extract the if other relevant data What is the feedback Does this get to the relevant and most was available? loop to insights for future root cause of the valuable insights across strategy development? business issue? multiple datasets? 4
  5. 5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. A CONSULTATIVE APPROACH MANAGES THIS RISK Adding a consultation layer reduces risk through effective 2-way engagement Client led Nielsen led IDENTIFY CREATE DATA CONDUCT FORM EXECUTE BUSINESS ISSUE SOLUTION ANALYSIS STRATEGY Client identifies Create custom data Nielsen conducts Strategy is Client executes and business issue in solution across analysis recommended commences feedback collaboration with multiple research collaboratively loop. thought partner practices and with client industry Mitigated risk datasets, including proprietary client data RISK Relevant research In-house expertise Thought partnership De-risking the and datasets are and resource to delivers combined process developed and gain accurate and expertise to form executed timely insight from client strategy each dataset 5
  6. 6. Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE CONSULTATIVE FEEDBACK LOOP Consultative approach ensures ongoing collaboration and strategic leadership to tackle business issues Nielsen led Identify the business issue Client led Collect Execute Relevant Data Conduct Form strategy Analysis 6
  7. 7. Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE CROSS-FUNCTIONAL THOUGHT PARTNER Marketing effectiveness Brand Shopping Expertise, data and insights & retail from multiple research Nielsen practices, across numerous industries. Product Innovation Cross platform media consumption 7
  8. 8. Copyright ©2012 The Nielsen Company. Confidential and proprietary. CREATING A UNIQUELY CONSOLIDATED VIEW OF THE CONSUMER Combining multiple research data to form an uncommon sense of the consumer Motivations What I actually purchase Intentions and Desires How I shop Attitudes Unmet needs What messaging and content I was actually exposed to Geography Demography / lifestage My Media and Technology usage What my brain subconsciously tells How I feel about your me about things product, advertisement or content What I did as a result of your What I purchased and why product, campaign or (Price, place, promotion) advertisement and why What new products I would How my opinion of you consume if they existed and how has changed 8
  9. 9. Copyright ©2012 The Nielsen Company. Confidential and proprietary. AND ALSO INFORMS EFFECTIVE PLANNING WITHIN THE MEDIA AND DIGITAL INDUSTRY Optimal pricing Product & content innovation Campaign effectiveness Cross-platform optimisation of content and advertising Differentiating a publisher audience Demonstrate Marketing ROI during and post-campaign Market Mix Modelling (Price, Place, Promotion) Convergence strategy Understand RESONANCE and REACTION to content, and campaigns 9
  10. 10. Copyright ©2012 The Nielsen Company. Confidential and proprietary. CONTACT Consulting Lead, Media John Price