ACNielsen and Yahoo! Introduce Measurable Online Marketing Service for Consumer Packaged Goods Industry.Business Editors SCHAUMBURG, Ill. and SUNNYVALE, Calif.--(BUSINESS WIRE)--July 21, 2003 Yahoo! Consumer Direct, Powered by ACNielsen, Helps Marketers Reach Meaningful Online Segments and Measure Retail Sales Impact ACNielsen, a VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User business, and Yahoo!, a leading global Internet company, today announced the launch of Yahoo! Consumer Direct, Powered by ACNielsen, a new service that enables consumer packaged goods Noun 1. packaged goods - groceries that are packaged for sale foodstuff, grocery - (usually plural) consumer goods sold by a grocer plural, plural form - the form of a word that is used to denote more than one (CPG CPG central pattern generators. ) companies to reach consumers more effectively online and directly measure the offline sales impact of such efforts. The new service leverages each company's areas of expertise to deliver an improved return on investment (ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). ) for CPG marketers. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Kathy Riordan, vice president of E-Commerce for Kraft Foods Kraft Foods Inc. (NYSE: KFT) is the largest food and beverage company headquartered in North America and the second largest in the world after Nestlé SA. The Philip Morris Company (now known as Altria Group), a company that produces tobacco products, acquired Kraft for North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , "Linking online media to offline sales is a strategic imperative for Kraft, and Consumer Direct advances our ability to realize this goal. We were pleased to be involved in the earliest stages of this groundbreaking work." Michael Moore  Editing of this page by unregistered or newly registered users is currently disabled due to vandalism. , director, Purina Interactive, for Nestle Purina
PetCare Company in St. Louis, said, "The conventional wisdom has
been that the Internet is not an effective marketing tool for consumer
packaged goods companies, but Consumer Direct turns that conventional
wisdom on its head. We are very excited about the results we have
achieved so far and look forward to expanding our use of this approach
in the near future."
Consumer Direct follows an "identify, communicate, evaluate" process. Members of the 61,500-household ACNielsen Homescan(R) consumer panel have chosen to participate in the program, granting permission to allow their offline purchasing to be analyzed an·a·lyze tr.v. an·a·lyzed, an·a·lyz·ing, an·a·lyz·es 1. To examine methodically by separating into parts and studying their interrelations. 2. Chemistry To make a chemical analysis of. 3. in conjunction with their activity on the Yahoo! network. Yahoo! and ACNielsen then use learnings from the Homescan panelists to find groups with similar demonstrated interest trends among Yahoo!'s millions of monthly visitors. The Consumer Direct team then works with CPG clients to communicate to those consumers via customized online media campaigns, using a range of solutions from Yahoo!'s media and promotion suite. Lastly, the ACNielsen Homescan panel is used to evaluate the campaigns' ROI, including metrics metrics Managed care A popular term for standards by which the quality of a product, service, or outcome of a particular form of Pt management is evaluated. See TQM. around the impact on retail sales, brand loyalty, and more. Philippe Harousseau, Unilever director of Relationship Marketing Innovation Center, said, "We see Consumer Direct as a real opportunity to measure the sales impact of our online activities in a more meaningful way and gain a better understanding of online communications initiatives. We're thrilled thrill v. thrilled, thrill·ing, thrills v.tr. 1. To cause to feel a sudden intense sensation; excite greatly. 2. To give great pleasure to; delight. See Synonyms at enrapture. to be piloting this initiative with ACNielsen and Yahoo!" David Riemer, vice president of Marketing Solutions for Yahoo!, said, "Our relationship with ACNielsen provides tremendous opportunities for companies to take a much more informed approach to their marketing. We call it a 'know and grow' strategy: the more you know about your consumers and how they interact with your campaigns, the more you can grow your business. Marketers can better refine their online marketing programs using Consumer Direct and then even transfer some of that learning to their offline programs." Robert Tomei, senior vice president and chief marketing officer for VNU's Marketing Information Group, which includes ACNielsen, ACNielsen BASES, Spectra and Claritas, said, "Consumer Direct leverages our data and analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. content to provide marketers with a more complete understanding of how consumers respond to online marketing activity. The 'break-through' of this new service is our ability to use these consumer insights to identify key opportunity segments among Yahoo!'s vast customer base. The result is a much more efficient way of communicating with consumers online, building relationships, and, ultimately, driving sales. Importantly, this is the first of a suite of 'direct-to-consumer' marketing products from ACNielsen which will ultimately include integration with retailer frequent shopper programs and traditional direct mail lists." About ACNielsen ACNielsen, a VNU business, is the world's leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns Noun 1. sales campaign - an advertising campaign intended to promote sales ad blitz, ad campaign, advertising campaign - an organized program of advertisements sales campaign n → campaña de venta . About Yahoo! Yahoo! Inc. is a leading provider of comprehensive online products and services to consumers and businesses worldwide. Yahoo! is the No. 1 Internet brand globally and the most trafficked Internet destination worldwide. Headquartered in Sunnyvale, Calif., Yahoo!'s global network includes 25 World properties and is available in 13 languages. Note to Editors: Look for this press release and other ACNielsen news on the Internet at http://acnielsen.com/news and www.yahoo.com. |
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