Nielsen and Vision Critical announce strategic alliance
Relationship between Nielsen and customer intelligence platform provider Vision Critical will drive closer connections to consumers for Nielsen and enrich Vision Critical’s depth of media and customer behavior
New York, NY and Vancouver, Canada — Today Nielsen (NYSE: NLSN) and Vision Critical, a leading cloud-based customer intelligence platform provider, have announced a strategic alliance that will enable clients to better understand their customers and build more authentic customer relationships.
The first of several planned future offerings is the connection of Nielsen’s currency-grade measurement data of what people watch and buy to insight communities powered by the Vision Critical platform, which help uncover and provide to marketers, product innovators and sales and business leaders quick and actionable consumer insights to support business decisions.
Clients of the integrated offering will be able to receive profiles of their insight community on demographic variables, as well as up to potentially 500 other behaviors captured by Nielsen. With this added intelligence, clients can extract additional value from their insight community; for example, by identifying community member groups whose members exhibit specific characteristics.
Additionally, using the Nielsen Marketing Cloud, audiences within the insight community can be reached at scale across multiple channels, for a more comprehensive view of their interactions with a brand.
“Vision Critical and Nielsen share in the desire to help our clients succeed; through better products, stronger marketing and positive interactions with brands. We are excited about the range of possibilities the integration of Nielsen’s data brings to Vision Critical’s platform and to our clients and business partners, including a deeper understanding of and more authentic connection with their customers,” says Scott Miller, CEO, Vision Critical.
“We are excited about the opportunity to increase the ways in which we connect with consumers through our alliance with Vision Critical, whose consumer-centric approach to driving value with clients is a natural complement with Nielsen’s consumer-centric approach to measurement. Measurement and analytics each hold value, a value that is enhanced when the two are connected. Nielsen’s gold-standard approach to measurement helps clients measure performance and provides them the needed insights for crucial decision making. But analytics are also a key tool in this process, unlocking the reasons behind performance and determining next steps for improvement,” says Lynda Clarizio, President of U.S. Media, Nielsen.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. 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 consumer packaged goods manufacturers and retailers the industry’s only global view of 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. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
About Vision Critical
Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight. Designed for today’s always-on, social and mobile savvy customer, Vision Critical’s technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need. Unlike traditional customer research, which is slow, expensive and gathers dust on a shelf, Vision Critical’s customer intelligence platform replaces static data and cumbersome reports with real-time actionable customer intelligence that companies need to build better products, deliver better services and achieve better business outcomes.