Nielsen Auto Cloud: A Win for Automakers, Agencies and Consumers

Now a tool exists to ensure that marketing communications related to an auto purchase are useful timely and on point Nielsen Auto Cloud fueled by JD Power This is good news for consumers and for marketers alikeKnowing just what a potential car buyer is interested in what specific information they need to make a decision and how they want this information served is much harder than it sounds But it can be done Nielsen Auto Cloud cracks this nut by combining the power of its marketing cloud marketing and measurement capabilities with JD Poweramp8217s car buyer intelligence and intent dataIn 2016 Nielsen launched its marketing cloud to deliver intelligent data that marketers can use for enhanced targeting and attribution This platform provides access to data sources and marketing effectiveness products enabling endtoend marketing management for marketers agencies and publishers The Nielsen Auto Cloud takes the best of both worlds combining the breadth and depth of Nielsenamp8217s audience data and advanced cloud technology with JD Poweramp8217s auto insights to deliver a onestopshop marketing effectiveness platform specifically for the auto sectoramp8220Nielsen and JD Power are ushering in a new era for the auto industryquot said Damian Garbaccio seated on the left in the video above Executive Vice President Nielsen quotWeamp8217re empowering auto marketers and agencies like IPG with immediately actionable intelligence whether for better consumer targeting or deep analysis of marketing performancequotNielsen Auto Cloud does three things that inherently change the game First it exponentially expands the amount of targeting data auto marketers have at their fingertipsamp160 Instead of leveraging a handful of targeting criteria that comes mostly from DMV records marketers now have more than 250 car attributes they can use to ensure pinpoint targeting in realtime This includes Nielsen personsbased purchase data including all CPG and retail purchase data media consumption data and NADA guide data which provides highly detailed information regarding car buyer intent and considerationBeyond this the platform ensures that the available data is fresh For the first time marketers are able to leverage intelligence that is updated daily Other existing automotive marketing systems are typically using data that is three to 10 weeks oldFinally the introduction of artificial intelligence allows marketers to act instantly and automatically based on realtime consumer behavior Combined with the platformamp8217s crosschannel capabilities this means that customers will see the best most relevant information available to help them make informed purchase decisions regardless of what media they happen to be engaged with Nielsen Auto Cloudamp8217s crosschannel capabilities also provide accurate channel cost attribution The inability to do this well has plagued marketing efforts and wasted advertising dollars for yearsamp8220Nielsen and JD Power are ushering in a new era for the auto industryamp8221 said Bernardo Rodriguez Chief Digital Officer for JD Power amp8220Weamp8217re empowering auto marketers with immediately actionable intelligence whether for consumer insights crossmedia planning and targeting or campaign measurementquotThe capabilities Rodriguez describes have long been desired and advertising powerhouse IPG was quick to see the upside they have become the first agency group to leverage the Nielsen Auto Cloud platform to maximize the value they provide their clientsamp8220What Iamp8217m truly excited by is that the Nielsen Auto Cloud will bring in data that is really valuable and has a very high level of quality attached to it especially coming from JD Power which is a very recognized brand in the auto spacequot said Arun Kumar seated on right in the video above Global Chief Data and Marketing Technology Officer of IPG quotThis includes information about car buyers their styles the features they prefer whether they have a lease and whether the lease is expiring That kind of information is valuable from a targeting perspective but also from just understanding who consumers are and what kind of journey they are going throughamp8221This ability to understand and react to the consumer journey is valuable for shoppers too As we all know good marketing empowers consumers by giving them the information they want when they want it in the format that is most useful to them This is particularly important with highcost items like cars Shoppers want information that helps find the vehicle and the offer that best suits them and they donamp8217t want to be haunted by fears they are making the wrong purchase decision because they havenamp8217t been properly informed Further they donamp8217t want to be annoyed by irrelevant or unhelpful ads that create clutter waste time or add confusionWhat auto manufacturers advertisers and consumers all want is relevant automotive marketing communications that provide value to shoppers This simply means getting back to the basics of advertising presenting the right information at the right time on the right screen Until now this has been much easier said than done As it stands however the Nielsen Auto Cloud gives me a reason to be optimistic that the next time Iamp8217m in the market for a car the experience will be much more positiveClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nielsen Auto Cloud: A Win for Automakers, Agencies and Consumers

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Nielsen Auto Cloud: A Win for Automakers, Agencies and Consumers

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