As marketers struggle to cope with the increasing size and complexity of consumer data, Nielsen claims to combat this by launching its Marketing Cloud service in Europe.

It enables a brand's 1st-party data to be combined with 3rd-party data and Nielsen's huge data pool all in one single place so marketers can deliver more effective campaigns across devices.

Immediately available in the UK and France, it will be available in Germany, Italy and Spain in the coming months.

“Our mission is to empower marketers to deliver more efficient and effective cross-channel experiences for their customers no matter where they are” said Mark Zagorski, EVP, Nielsen Marketing Cloud. “With this launch, our global and regional European clients can now plan, activate and analyse marketing initiatives across multiple channels, harnessing proprietary Nielsen data and applications that are unrivalled around the globe.”

The Nielsen Marketing Cloud will provide European clients insights around their key aggregated customer characteristics including age, gender, demographics, life-stage, shopping behaviour and product purchase intent. Marketers can leverage these insights to build their audience segments and activate them in real-time across all major media and marketing platforms including mobile, online, over-the-top TV, video, social media, email and content management systems.

Additionally, the Nielsen Marketing Cloud has one of the largest global predictive device graphs covering over 6 billion devices, which enables its regional and global clients to develop a single omnichannel view of their customers. All of this makes possible more relevant and timely multi-channel marketing and significant improvements in marketing ROI.

European clients have access to Nielsen Marketing Cloud’s core suite of applications, which include the Nielsen Data Management Platform (DMP), Data-as-a-Service (DaaS) as well as integrations with over 150 third-party media and marketing applications. Additional Nielsen and third-party applications, including Nielsen Media Impact for cross-platform media planning, and Sales Effectiveness solutions will be available in the coming months.

“The Nielsen Marketing Cloud enables us to access very accurate audience-data across myriad consumer traits like purchase consideration and shopping behaviour, and to programmatically reach these tailored audiences at scale in the UK,” said Andrew Muzzelle, Digital Media Director at AIMIA. “With the Nielsen Marketing Cloud we’ve been able to drive efficiency and effectiveness in our digital advertising campaigns. i2c worked with the Nielsen Marketing Cloud to produce an award-winning Carling campaign driving an amazing 4.1X campaign ROI, providing proof of its value.”

AIMIA is the largest loyalty card provider in the United Kingdom; i2c is the JV between AIMIA and Sainsbury’s.

Nielsen says their Marketing Cloud is currently being used by clients globally across industries including food and beverage, personal care, pet care, wine and spirits, digital media, cinema, broadcast, out-of-home and retail.

Published on: 11:22AM on 20th June 2016