Pierre Bouvard: Nielsen Marketing Cloud Connects Radio Listening To Purchase Data

Pierre Bouvard

Last week (NET NEWS 6/14), ALL ACCESS reported NIELSEN had launched a new audio data management platform and signed WESTWOOD ONE as its charter client. NIELSEN Marketing Cloud and its NIELSEN DMP platform offers cross-indexing of audience demographics, purchases, and behavior against programming and formats, in the case of WESTWOOD ONE linking PPM and streaming audio data with NIELSEN CATALINA SOLUTIONS' CPG purchase data and NIELSEN Buyer Insights purchase data.

WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD expands on that announcement, taking to the company blog to write, "NIELSEN’s Marketing Cloud directly connects radio listening with purchase data. For the first time in the history of radio, over the air AM/FM radio listening is now directly connected with consumer purchase data. NIELSEN has placed radio listening from the PORTABLE PEOPLE METER (and by FALL, the radio diary) into their data management platform. WESTWOOD ONE can now target audiences across our networks and programs based on consumer purchasing habits. Purchase targeting gets better return on investment and sales lift compared to traditional age/sex targeting. As this visual indicates, there is all sorts of amazing data in the NIELSEN Marketing Cloud:

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