The following is the Adapt to the times – the future strategy report of brand From Nelson recommended by recordtrend.com. And this article belongs to the classification: Nielsen, research report, network marketing.
Nielsen has released a new report “adapting to the times – future strategy of brand”. CRM, digital behavior and product level purchasing are the top data sources for large companies.
According to the survey, Nielsen identified some data sources that are very important to the company. Although this is different between medium-sized (with a marketing budget of US $10 million) and large (with a marketing budget of more than US $10 million), both groups consider CRM as their most important data source, with 67% and 80% of companies using CRM as their “very important” or “extremely important” data source, respectively.
As a data source, digital behavior is the most important (80%) for large companies and the second important (58%) for medium-sized companies, while the importance of product level purchase in the two groups is similar (50% for medium-sized companies and 51% for large companies).
Other popular data sources for big companies include credit card purchases (27%), mobile locations (22%), TV viewers (22%), smart TV (22%) and audio listeners (16%).
First party data transfer
Overall, respondents from large and medium-sized companies and small companies (with a marketing budget of less than $1 million) agreed that first party data is the most important to their organization’s addressable / digital media strategy (small: 85%, medium: 86%, large: 86%). For SMEs, third-party data is the next most important data (50% and 59% respectively). Unlike large companies, second-party data (65%) is the next most important data source.
Respondents do show that first party data is not always of the best quality or completely accurate. When asked about the quality and accuracy of data, medium-sized (43%) and large-sized (41%) thought it was “very difficult” or “extremely difficult”.
Measurement and return on investment
Respondents rated the importance of various measurement / measurement capabilities to the company. Brand awareness is the most important, about 3 / 4 respondents choose, followed by full funnel media ROI, participation, multi touch / sales attributes, visibility, marketing mix modeling, etc.
If you want to get the full report, you can contact us by leaving us the comment. If you think the information here might be helpful to others, please actively share it. If you want others to see your attitude towards this report, please actively comment and discuss it. Please stay tuned to us, we will keep updating as much as possible to record future development trends.
RecordTrend.com is a website that focuses on future technologies, markets and user trends. We are responsible for collecting the latest research data, authority data, industry research and analysis reports. We are committed to becoming a data and report sharing platform for professionals and decision makers. We look forward to working with you to record the development trends of today’s economy, technology, industrial chain and business model.Welcome to follow, comment and bookmark us, and hope to share the future with you, and look forward to your success with our help.