Nielsen to continue boosting investment in big data

Nielsen said it would continue to enhance investment in big data to help brands better integrate between digital and physical retail to cater to market demand in China.

Nielsen said it would continue to enhance investment in big data to help brands better integrate between digital and physical retail to cater to market demand in China.

The new services launched by Nielsen in China boast a broad data set and a sophisticated level of analytical capability. 

They seek to cover retail channels including supermarkets and convenience stores as well as traditional food and grocery channels, restaurants, bars and gyms to help brands and retailers get the most out of data.

With the new system, they also seek to help companies choose the right mix of products and distributing channels for shoppers in different locations with different preferences by digging deep into data, John Burbank, president of Nielsen's corporate development and strategic initiative said in an interview with Shanghai Daily.

"There's been an increasing shift from traditional, channel-driven models to consumer-driven ones, and brands are figuring out ways to approach this new landscape," he added.

According to a recent study by the China Academy of Information and Communications Technology, the big data industry reached a value of 470 billion yuan (US$69 billion) in 2017, climbing 30 percent from the year before.

Two thirds of a total of 1,572 companies in the survey have set up data analysis departments as data becomes more and more crucial.

Instead of carefully choosing data sets for decision making, market research and consumer insight, companies are able to utilize a much broader set of data to learn about consumers' preferences, Burbank pointed out.

At the same time, online retailers have also become a very important media platform rather than just shopping platforms.


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