LAS VEGAS – The Nielsen Marketing Cloud wants to be known as more than just a data management platform. The distinction centers on two words: owned and integrated.
Because Nielsen and its recent acquisition eXelate are “traditional data companies,” data access is one of the hallmarks of the Marketing Cloud, its EVP, Damian Garbaccio, says in an interview while attending the Nielsen Consumer 360 event.
“All of our data exists already and can be used for profiling and analytics,” Garbaccio says. “Some companies don’t own the data and have to license it through third parties and it’s not as seamlessly integrated.”
Another point of differentiation is “the DNA” in measurement for Nielsen, according to Garbaccio, citing in-flight analytics and multi-touch attribution as two examples.
“Nielsen has a long history in these areas and we’re much more efficient in terms of use of use and actual results and the value of those services,” says Garbaccio.
This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.
