New capability in Nielsen Marketing Cloud, Nielsen Artificial Intelligence, enables marketers to instantly act on changes in audience behavior that improve marketing relevance and results
NEW YORK, NY — Nielsen (NYSE: NLSN) today announced the introduction of Nielsen Artificial Intelligence (Nielsen AI), an adaptive learning technology built into the Nielsen Marketing Cloud that automates audience optimization using patent-pending AI methods. This new capability enables Nielsen Marketing Cloud clients to respond instantly to real-time changes in consumer behavior, resulting in more relevant content and advertising, higher levels of customer engagement and improved ROI.
Nielsen AI automatically optimizes audiences based on real-time streams of device-linked data around their motivations, interests and actions across multiple buying and engagement channels. These streams come from a client’s customer data, such as e-commerce purchases, visits to a product page on a website or app, or audience data derived from Nielsen. Marketers can automatically adapt their messages to reflect changes in consumer media and buying behavior, movement through the path-to-purchase, audience composition across thousands of consumer attributes (including demographics, geography, behavior and personality), and market dynamics (including seasonal and local market demand, competitive actions and advertising).
Nielsen AI syndicates audience data updates in real time across a wide spectrum of marketing execution platforms such as search, social media, email, video, mobile, programmatic, over-the-top (OTT) TV and owned-and-operated websites and apps. This enables marketers to reach the right audience with relevant and timely advertising and content across all digital channels.
“Nielsen AI takes a big leap beyond industry-standard batch-learning approaches, which are limited by static audience data sets and learning processes that can take days to complete,” said Nielsen’s Mark Zagorski, Executive Vice President, Nielsen Marketing Cloud. “In a competitive environment where every moment counts, marketers need to be able to act on up-to-the-second information in an automated way. Nielsen AI equips them with the tools they need for real-time data processing, learning and syndication, enabling marketers to cut through the clutter by providing superior customer experiences across channels, devices and time.”
Nielsen AI is currently supporting over a thousand live adaptive learning models with clients. These models are seeing a nearly 25% lift over standard batch-learning models. Nielsen AI is currently being implemented with clients that span verticals including food and beverage, retail, personal care, financial services, wine and spirits, digital media and out-of-home. Additionally, Nielsen Marketing Cloud’s Data-as-a-Service (DaaS) unit leverages Nielsen AI to increase the accuracy of its 60,000 audience segments.
In conjunction with the introduction of Nielsen AI, the company has published a companion white paper that provides a deeper dive into the importance of real-time, adaptive learning particularly in an era of increased competition for consumer attention, growing demand for more granular audience targeting, and a need for more immediately responsive marketing capabilities.
Nielsen is committed to consumer privacy, making consumers aware of how their data is being used, and providing the ability to opt-out of targeted advertising at any time through settings on their device, Nielsen’s websites, and/or through content providers’ websites or apps.