Nielsen's acquisition indicates what?

As an "old" company that has been pampered for many years in the industry, Visual IQ can help brands monitor the audience's performance across channels and devices, while also allowing advertising exposure and brand interaction, online conversion, offline sales, and other monitoring indicators. Perform attribution analysis to help the brand optimize and adjust the budget.

Today, "Do not talk about ROI marketing is a rogue!" has become a consensus within the digital advertising circle.

However, in today's multi-screen, multi-scene, multi-channel marketing model, trying to determine the source of the final conversion traffic is not as easy as it seems. Therefore, multi-attribute attribution analysis has become a "required option" for brands to monitor the ROI of each channel in the era of "three more" (multi-screen, multi-scene, multi-channel).

A foreign research data also proves the position of multi-touch attribution analysis in the brand's mind. According to statistics, 37% of brands believe that multi-touch attribution analysis is essential in the purchase of digital media. Twenty-six percent of brands believe that multi-touch analysis of attribution in television media purchases is also indispensable.

(Foreign research data)

Under the general trend of the industry, Nielsen also formally initiated the acquisition of multi-touch attribution analysis company Visual IQ. So why did Nielsen choose Visual IQ? What improvements does Visual IQ bring to Nielsen?

The unexpected surprise after missed opportunity

As an 11-year veteran focused on attribution analysis, Visual IQ's technical and service capabilities are unquestionable. But I do not know too much focus on technology development or capital is not too cold, in 2014 the old rivals Adometry and Convertro were acquired by giants Google and AOL, respectively, to further enhance their strength, Visual IQ is still unable to move.

However, according to sources, Visual IQ also disclosed the idea of ​​selling in 2014, and even hired professional bank personnel to negotiate with potential buyers. However, for some unknown reason, it did not take place. Therefore, Visual IQ also missed the opportunity to rely on giants for further development.

And this purchaser - the world-renowned third-party monitoring company Nielsen, has been paying close attention to the attribution analysis of brand owners' attention in recent years. In particular, as some CPG brands have used attribution analysis to measure ROI and optimize marketing budgets, Nielsen has also started to gradually apply force analysis, and completed the eXelate to DMP in 2015 for US$200 million. The acquisition hopes to increase its ability to target people and people.

But this is not enough for Nielsen who wants to quickly improve attribution analysis. Therefore, the acquisition of “professional” attribution analysis companies in the industry to complete the short board and enhance the omni-channel monitoring capability has become the first choice in the new situation. Therefore, superior technical capabilities, data and experience, and has always been interested in relying on the giant's Visual IQ will also be logical for Nelson's acquisition goals. The

Comprehensively improve online and offline attribution analysis

As an "old" company that has been pampered for many years in the industry, Visual IQ can help brands monitor the audience's performance across channels and devices, while also allowing advertising exposure and brand interaction, online conversion, offline sales, and other monitoring indicators. Perform attribution analysis to help the brand optimize and adjust the budget.

After the acquisition, Visual IQ will be quickly integrated into Nielsen's marketing effectiveness solutions to enhance Nielsen's ability to monitor display advertising, online video advertising, and paid search. At the same time, Visual IQ will further open and integrate Nielsen's online and offline data, so it will also get more "exclusive" big data from advertisers, media and retailers.

However, Visual IQ is not without its limitations, such as the monitoring of traditional media channels such as television. However, this part of the "soft ribs" is exactly what Nelson has been doing best. Therefore, the "complementarity" of the two will also give Nielsen products the most direct improvement and change.

"The acquisition of Visual IQ will fully enhance Nielsen's ability to monitor marketing efficiency and provide advertisers, media and agents with a transparent platform to optimize and increase marketing ROI." Matt Krepsik, Global Head of Product Marketing, Nelson Marketing ROI Products Said.

But the emphasis on attribution analysis is not limited to the Nielsens. For example, Neustar, a 7-year partner of Procter & Gamble, acquired the technology company MarketShare in 2015. Last year, giant SAP also completed the acquisition of attribution technology company Abakus. And incorporate it into the SAP Marketing Cloud to help brands optimize marketing effectiveness and ROI. The Interactive Advertising Bureau (IAB) of the United States has also shown in its recent “Data Prospects for 2017” study that cross-channel monitoring and attribution has become the top priority for marketers in the new situation. And these kinds of signs also seem to prove to us that the 2.0 era of digital marketing cross-channel monitoring and attribution has come.