Nielsen Marketing Mix Modeling

Score1 out of 10

2 Reviews and Ratings

What is Nielsen Marketing Mix Modeling?

Nielsen Marketing Mix Modeling enables customers to assess the impact of their investments, understand what’s working, and optimize marketing budgets accordingly. It replaces Nielsen Attribution (formerly Visual IQ, acquired by Nielsen in October 2017) , the platform for cross-channel attribution and marketing analytics suite.

Categories & Use Cases

Jacob Landsman View profile

Senior Manager, Digital Performance Marketing in Marketing at Kabbage, Inc (201-500 employees employees)

Pros

Access to FB impressions.
TapAd device graph for stitching device ids to web cookies.

Cons

Missing timestamps of the touch points in the output (instead, they repeat the conversion timestamp for all touch points that preceded the conversion).
Inflated clicks.
No connectors to import cost from media partners.

Return on Investment

We’ve been implementing for a year now and still not using the tool cross-functionally so probably $0 ROI at this point.

Alternatives Considered

Adometry, Google Analytics Premium, Neustar MarketShare and Convertro