February 21, 2019 - By Ginna Hall, Senior Content Writer, Nielsen Visual IQ
Feeding America has selected Nielsen Visual IQ’s best-in-class multi-touch attribution solution to measure and optimize the impact of its digital marketing investments and drive donations.
The nonprofit network is the nation’s largest domestic hunger-relief organization, working to connect people with food with the help of donors, staff, and volunteers.
40 million people face hunger in the U.S. today — including more than 12 million children and nearly five million seniors. These people struggle to get by because of underemployment, stagnant wages and rising costs of living.
“Nielsen Visual IQ is a game changer – enabling us to understand the true path to donations and make more effective marketing decisions,” said Elizabeth Nielsen (no relation to the Nielsen company), senior vice president, direct marketing and digital engagement at Feeding America.
“As Feeding America focuses on the important work of trying to end hunger in the United States, we are excited to gain insights on the effectiveness of our digital marketing efforts that support that mission.”
The nation’s largest hunger-relief organization feeds America’s hungry through a network of 200 member food banks. It will leverage Nielsen Visual IQ’s daily multi-touch attribution modeling, integrated audience, and scenario planning capabilities to improve engagement and drive conversions among donors.
For more than 35 years, Feeding America has responded to the hunger crisis in America by providing food to people in need through a nationwide network of food banks. Feeding America’s efficiencies allow it to provide at least ten meals to network member food banks for every $1. One area the organization is focused on is digital revenue to raise funds to help provide food for families struggling with hunger.
As the overall marketing landscape has grown in complexity, the nonprofit’s marketing department has realized that last-click attribution is a less meaningful way to understand the true pathway to donor conversion.
Feeding America sought a more holistic, multi-touch attribution solution that would provide it with actionable insight into the channels and tactics that drive donations, most efficiently.
Nielsen’s Visual IQ multi-touch attribution solution measures the importance of each touchpoint in the consumer journey against multiple success metrics by audience. Models are updated daily, providing the most accurate and up-to-date metrics and optimization recommendations for each audience segment.
By properly allocating value to all the touchpoints that contributed to a conversion, Feeding America will be able to make smarter decisions about segmentation, messaging and spend across channels and effectively support their organizational goal of accelerating revenue.
Even more importantly, it will leverage these insights to get the most value from its marketing and build greater awareness of its efforts to end hunger in the United States.
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