Do you only associate Nielsen with market research and media usage intelligence? You shouldn’t, because every time you shop at your favorite retail store and a poorly displayed aisle affects your purchasing decision, Nielsen knows about it. Don’t think these problems affect your purchasing habits? Nielsen knows it does, and exactly what impacts consumers as much as retailers and brands. Big Data, analytics, and integration assist Nielsen in meeting both consumer and business demands.
Targeted Information Provides Real-Time Data
Nielsen showed a short video during their keynote speech at TUCON 2013; the video took us through a data journey. A Nielsen employee noticed that a product was not performing well in a particular geographical area. She then contacted the store manager who discovered the shelf was not properly set up. The situation was quickly remedied and the product performance quickly picked up.
Solving Problems Before They Spiral Out of Control
This is just one example of the type of data that Nielsen uses to support brands all over the world. They provide meaningful information behind product failures, performance, and logistical issues. Brands benefit from this by adjusting to changing markets in real time. With this type of flexibility and feedback, risks are minimized and waste is reduced. Real-time information allows businesses to be proactive in solving problems. Previously, brands found out about issues much too late to do anything about the situation.
Historically, product issues have come to brands in the form of lost revenue dollars—and perhaps a few focus group consumers providing disgruntled criticism—but no real tangible feedback from the consumers who are using, or in some cases who aren’t using, products anymore for a variety of reasons.
Social media and the Internet are modifying the ways brands receive feedback on products. For businesses to fully vet all feedback going on within their respective industries, they need an ally. Anyone who has followed a large brand’s Twitter stream for a day knows the challenges of capturing all the data, both positive and negative. But how about an entire industry? Enter Nielsen: The company can succinctly drill down to geographical areas, and more importantly, provide the product feedback from what consumers are tweeting about, buying, commenting on, and sharing.
Check out the Gartner MQ for On-premise Application Integration Suites to learn more about TIBCO’s integration platform.
