Nielsen, Experian Unveil CRM Tool for CPGs

Data companies Nielsen Co. and Experian Marketing Services have launched a new service that helps packaged goods brands conduct customer relationship marketing.

The service enables marketers to target consumers by household, based on purchase data, as well as geographic and demographic information.

Nielsen and Experian combine purchase data, including retail scanner data from Nielsen’s ACNielsen division, with Experian’s consumer life stage, attitudinal and geo-demographic information, then analyze it at the household level. The resulting information enables brands to customize marketing communications on a household level, and track response rates.

CPGs can also use store-level data to tailor retail promotions to a specific “retail trade area,” the geographic zone around a store from which it gets most of its business.

The companies unveiled the service earlier this week at Nielsen’s annual Consumer 360 Conference.