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Nielsen to continue big data investment
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Nielsen said it would continue to enhance investment in big data to help brands better integrate 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 various 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.
A recent study by the China Academy of Information and Communications Technology showed the value of the big data industry was 470 billion yuan (US$69 billion) in 2017, up 30 percent from the year before.
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