Nielsen is partnering with RevTrax, the digital coupon company, to enhance Nielsen Marketing Cloud, which can now aid clients in creating offers that can generate sales.
According to a report by Adweek, the idea behind Nielsen Marketing Cloud is to take machine learning and data modeling capabilities and combine them with RevTrax’s SmartOffers. RevTrax software enables personalization of online coupons that can be loaded onto smartphones, added to loyalty cards or printed out. The report noted that Kimberly-Clark, the consumer products company, is the first client to use the new feature. When consumers visit a Kimberly-Clark website, RevTrax’s ad server accesses Nielsen’s consumer data on things like purchase history and serves up a targeted coupon.
“CPG is a very strong vertical for [us],” explained Damian Garbaccio, Nielsen Marketing Cloud EVP of commercial, in the report. “But it can be applied to all verticals.”
According to the report, the partnership with RevTrax enhances Nielsen’s efforts during the last few years to create a marketing cloud that can compete with the likes of Adobe, Oracle, Salesforce, SAP and IBM. The story pointed to Nielsen’s purchase of PointLogic, a media planning software company, which it inked in March. Roughly a year earlier, it acquired eXelate, a data management platform. Both companies have been integrated into the Nielsen Marketing Cloud. Ultimately, Nielsen wants to offer programmatic solutions for everything from digital couponing, to behavioral retargeting, to TV ads.
“It’s the same dynamic we would provide in digital,” said Garbaccio in the report. “It could be with a Turner [Broadcasting] or a DirecTV. As long as they have the ability to match back the IDs to households or an individual … [marketers] can test offers.”