Nielsen is teaming up with Catalina Marketing to form a joint venture that will offer marketers data packages linking TV viewing and online usage patterns with consumer buying behavior. The 50-50 partnership is called Nielsen Catalina Ventures.
The service combines Nielsen’s TV and online measurement data with information from Catalina’s database that tracks the retail buying habits of 50 million shoppers nationwide.
The companies said that by linking consumers’ media use with in-store purchase behavior, the venture will enable consumer packaged-goods marketers and media companies to gauge how successfully ad campaigns are driving sales.
The venture has support from both Hershey and Unilever.
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