New York, NY — March 16, 2015 — Nielsen and Concentric, a leader in agent based simulation technology for marketing, today announced a global strategic alliance to bring a new system for brand and media planning to Nielsen clients. Through this alliance, clients will benefit from Nielsen’s unique data assets and analytics combined with Concentric’s modeling method that synthesizes large data sets and allows clients to make strategic decisions about an advertising campaign’s potential.
Nielsen is enhancing its planning capabilities to enable smarter media investments that deliver greater returns for its clients. Nielsen’s new simulation offering will replicate consumer and marketplace conditions, including earned, paid and owned media, competitive activity, product features, consumer perceptions and word-of-mouth to mimic real-world marketplace dynamics.
“Nielsen has unparalleled insight into the consumer, as well as marketing effectiveness,” said Greg Silverman, Concentric CEO. “The power of their data and analytics combined with our technology is very exciting for the future evolution of media planning technologies and the capabilities that this will bring for monetization.”
Specifically, the solution will enable marketers to examine a variety of potential marketing strategies to determine which is likeliest to drive brand value. Media plan simulation will enable advertisers and agencies to understand the potential outcomes for a given ad campaign and deliver the strongest return. Content owners will be able to test run various strategies for distributing their content in a highly fragmented ecosystem to determine the best options for their franchises.
“Our clients have increasingly difficult business questions that require thoughtful and fresh insights,” said Eric Solomon, SVP Product Leadership, Nielsen. “Through this new solution, clients will be able to gain a deeper understanding of the dynamics of the consumer and brands. We will focus on addressing three client pain points: marketing strategy optimization, media plan simulation and media asset monetization.”
The solution will be available to select clients in its pre-commercial launch.
Nielsen’s simulation offering works in conjunction with other Nielsen analytics and planning solutions, including the new media planning system set for release in Q2 2015. The solution integrates insights and data from this offering to extend the range of answers clients can obtain to challenging marketing questions.
关于尼尔森
尼尔森公司（Nielsen N.V.）（纽约证券交易所股票代码：NLSN）是一家全球绩效管理公司，提供对消费者观看和购买内容的全面了解。尼尔森的 "看"（Watch）业务部门为媒体和广告客户提供全受众（Total Audience）测量服务，覆盖消费内容（视频、音频和文字）的所有设备。购买 "分部为消费品包装制造商和零售商提供业内唯一的全球零售业绩测量。通过整合 "观看"、"购买 "和其他数据源的信息，尼尔森为客户提供世界一流的测量和分析服务，帮助客户提高业绩。尼尔森是标准普尔500强企业之一，业务遍及100多个国家，覆盖全球90%以上的人口。欲了解更多信息，请访问www.nielsen.com 。
ABOUT CONCENTRIC
Concentric is a software company based in Cambridge, MA and a global provider of market simulation technology. Concentric helps organizations integrate data and tools into a single framework to attribute the impact of marketing investments, forecast sales and brand metrics, and test future strategies. Concentric’s technologies are based on agent-based modeling, complexity science, behavioral economics, and machine learning. For more information, visit www.concentricabm.com.
联系人
Nielsen: Ben Billingsley and Brigit HennamanConcentric: Carolyn Potter
