Download Effectively market to your customers and prospects

Effectively market to your customers
and prospects
with Nielsen Direct Marketing Services
Nielsen Direct Marketing Services offer a wide variety of data
enhancement, acquisition and analytical services that can
help expedite your next B2C or B2B database or direct
marketing initiative. Our customer-centric view of your
customers and prospects gives you the tools to create more
effective campaigns.
Accurate and reliable data
• Nielsen Direct Marketing Services
uniquely identifies your customers
and prospects for personalized direct
communications
• Nielsen is the leader in actionable
segmentation systems. Leverage the
tools you know and trust with: Nielsen
PRIZM, Nielsen P$YCLE, Nielsen
ConneXions, Nielsen Income Producing
Assets (IPA) and Nielsen ACE-Indicators
(Aggregated Consumer Economic
Indicators) to reach your best prospects
Understanding and marketing to your
best prospects
Refining your marketing programs to
deliver the right products to the right
people, through the right channels,
at the right time is the magic formula
for success. Nielsen Direct Marketing
Services best practices processes give you
the opportunity to enhance your direct
marketing strategy when you need to:
• Acquire new customers
• Gain insight into your customer base
• Leverage relationships with your
existing customers
• Improve retention and decrease churn
• Identify new opportunities
• Assist with new product development
List services
Direct marketing is a powerful way
to communicate with your prospects
and customers. In order to implement
successful programs, your direct
marketing lists must be accurate. A wide
variety of data enhancement, acquisition
and analytical services are offered by us
and can help expedite your next database
or direct marketing initiative.
You’ll save money and increase response
rates by identifying your best segments
and applying those results when executing
your precision marketing programs.
Additional advantages of Nielsen
Direct Marketing Services analysis and
segmentation include:
• Cross-selling an in-house file
• Finding niches in compiled direct
marketing lists
• Selecting store trade areas for
prospecting
• Identifying high-value customers
• Responding to in-bound customer
inquiries
• Integrated media and direct marketing
• Tailoring promotions by segment
Nielsen Direct Marketing Services offers
a wide variety of data enhancement,
acquisition and analytical services that
can help expedite your next B2C or B2B
database or direct marketing initiative.
Nielsen’s customer-centric view of your
customers and prospects gives you the
tools to create more effective campaigns.
Our list service offerings include direct
mail, tele-prospecting and email formats,
and include information such as:
• Compiled consumer and business
databases
• Self-reported lifestyle and behavioral
information
• Specialty lists
• Life-event/trigger lists
•
•
•
•
•
•
Email services
Segmentation selects
Financial information
Residency and phone centric databases
Custom-modeled lists
Multi-cultural lists
Nielsen Direct Marketing Services
Predictive modeling
Our modeling services give you a quick
and cost effective way to determine the
most valuable elements that drive your
direct marketing campaigns. The goal of
these models is to identify the best or
most likely consumers for acquisition,
response or churn. These types of projects
can be linked to our segmentation
schemes upon completion of the
analytics.
Our services go beyond traditional
profiling techniques to generate a scoring
algorithm for individuals or households.
The process includes appending data
(demographics, Nielsen ACE-Indicators
and segmentation variables) and
identifying which variables produce and
best contribute to a desired outcome
(response). We can also help with
profiling, segmentation and response
analysis.
Available modeling services include:
• PRIZM™ segmentation analysis
• Modeling projects
•
•
•
•
Custom market analysis
Response models
Custom direct marketing lists
Predictive and descriptive analysis
Custom databases
Do you already have the software you
need to analyze and present data? The
passionate team of marketing research
and information experts at Nielsen can
work with you to identify the relevant
data for your marketing needs and provide
it to you in a custom database.
We have the capability to leverage our
customers’ assets with external content
to create a database customized to meet
your specific needs. We also provide
data enhancements and integration
intelligence to implement your custom
database. Get the precise market research
and information you need to create a
more effective direct marketing plan.
Data enhancement
Data enhancement services from
Nielsen include data hygiene and quality,
verification and appending services.
We can help you learn more about your
customers by adding intelligence to
your files.
Applications of data enhancements
include:
• Data augmentation –distinguish
between individuals and businesses,
update addresses, phone numbers and
spatial coordinate appends
• Householding–merge customers from
one or more files into a single customer
view
• Prospecting–filter by geography,
industry group, employee size or other
qualifiers; append client and third party
attributes
• Corporate linkage –identify subsidiaries
of existing accounts for sales planning;
highlight the relationship that national
companies have with their subsidiaries
or branch locations
• De-duplication–streamline your
customer file, removing duplicate
records
Appending options include:
• Demographics
• Lifestyle segmentation
• Income producing assets/net worth
models
• Consumer behavior profiles and scores
• Email addresses
• Business information
For more information, contact your Nielsen representative
at 800-234-5973 or visit www.nielsen.com
Copyright © 2010 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen
logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. 10/1055
Data processing
Our resources and expertise in the data
processing arena enable us to take care
of your data quality integration needs,
resulting in more effective marketing
analysis. Nielsen Direct Marketing
Services process provides marketers with
a more dynamic and effective matching
and merging service. Our data processing
exemplifies a consultative approach to
maximize the client’s objectives.
Data processing services include:
• Data hygiene/cleansing
• Suppression
• Householding
• Integration
• Merge/purge
• Custom processing
Passion for precision
We are the preferred choice of Fortune
500 companies who wish to optimize
their audience reach, media strategies
and site analysis decisions. Combining the
most passionate team of industry experts
with world-class data, software and
services, we help you identify both ‘who’
and ‘where’ your best customers and
prospects are with precision.
Superior client service and support
We are recognized for our broad range
of superior client service offerings. We
partner with you to deliver exceptional
consultative client service and support
that includes dedicated account
teams, technical support, training and
industry and subject matter experts in
segmentation, demographics, and direct
marketing.