Nielsen’s Marketing Mix Modeling (MMM) solution helps advertisers optimise their marketing spends globally. In India, retail sales offtake data for FMCG is available at monthly intervals. The lack of weekly sales offtake data for building MMMs has led to a gap in the robust evaluation of digital media vis-a-vis traditional media. This is because digital investments are more recent and more discontinuous in nature, and require more granular data for measurement.
India is the only large market where all media, traditional and digital, have grown with digital growing upwards of 30% CAGR. While traditional media has been holistically evaluated for the FMCG industry up until now, robust sales ROI measurement for digital spends has been lacking.
CMM solution helps measure the impact of media platforms on sales, Nielsen will be able to provide the industry with benchmarks for digital ROI insights. Furthermore, with this solution Nielsen can set up quick tests that evaluate sales impacts of different creatives, ad formats, and placement decisions at a sales ROI level.
Nielsen South Asia head media Dolly Jha commented: “The solution can help FMCG marketers and advertisers with insights at multiple levels on a medium that is today almost 20% of the total media portfolio. This will directly aid in media planning, in turn helping advertisers gain overall efficiencies on media investments.”