Compass draws on Nielsen’s dataset resources to look at the critical elements of marketing campaigns. The company is targeting marketers to aid them in making data-driven decisions.
“There has never been a more dynamic and challenging time to be a marketer. Each year, billions of advertising dollars go to waste as marketers rely on incomplete data when making decisions on their cross-media strategies especially when attempting to scale across countries and brands,” said Matt Krepsik, GM, Planning & Outcomes Products.
The company claims brands that leveraged Nielsen Compass have been able to optimize and increase their effectiveness of their cross-media investments incrementally by up to 70% more than brands that have solely relied on market perceptions and gut feelings for their media allocation.
The service covers marketing campaigns including brands, pricing, promotions and media platforms providing a common measurement language across advertising buyers, sellers, and agencies.
