Rich Industry Data and Proven Marketing Mix Modeling Will Help Marketers Optimize ROI
Port Washington, NY, September 26 , 2016 -- The NPD Group, a global provider of information and advisory services, is partnering with Neustar MarketShare, a trusted, neutral provider of real-time information services and marketing analytics. By combining NPD’s unique data assets with Neustar MarketShare’s marketing mix modeling, planning and resource allocation solutions, the collaboration will open up new opportunities for marketers to predict, evaluate, and improve results.
NPD is the leading provider of sales tracking data for more than 20 industries, collecting information at the point-of-sale, from consumers, and through new receipt harvesting methodologies. Neustar MarketShare provides marketing analytics solutions, ranging from strategic resource allocation to tactical campaign course correction to drive better business outcomes.
The companies will combine NPD’s sales data with Neustar MarketShare’s marketing data to build proprietary category marketing mix models delivered on the Neustar MarketShare platform. Clients will benefit from a holistic point of view on how their various marketing activities are driving sales. They will be able to create and assess countless ‘what-if’ scenarios to test assumptions, constraints, and competitive actions, in order to decide on the most optimal marketing investment strategies.
“NPD offers unmatched retail and consumer information, industry expertise, and state-of-the-discipline research techniques to help our clients understand past performance and what will happen in the future,” said George Terhanian, who leads NPD’s Solutions Group. “Neustar MarketShare’s solutions are the industry standard, and together we can help our clients identify what is truly driving sales – whether it’s their marketing, their sales promotions, or external factors such as the economy.”
“With the proliferation of marketing channels for companies to invest in and the constantly changing marketplace, validating and optimizing marketing investments is more challenging than ever. Marrying our analytics and applications with real market data will enable our clients to make more confident decisions and data-driven marketing plans very quickly,” said Iván Markman, General Manager, Marketing Services, Neustar.