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Audience

Get a holistic, 360-degree view of your customers and prospects

Measure Marketing Performance by Behavioral and Demographic Segment

Mastering the consumer experience means knowing who your customers and prospects are, what they like and how they behave. That’s why we’ve made Nielsen Audience Attribute data a core feature of our Multi-Touch Attribution (MTA) solution. Using a people-based identification approach, it de-duplicates individuals and their consumer journeys across channels, devices and digital and physical environments. It then links the associated demographic attributes to the individual using anonymous IDs. When these robust consumer profiles are combined with multi-touch attribution, you get clarity into the messages and tactics that drive the best results – and the best experiences – for each audience, across every channel and every screen.

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Increase the Value of Your Audience-Based Measurement by Integrating First-Party Segments

If you already have a data management platform (DMP), you can leverage the solution’s DMP Audience Adapter to easily integrate all of the audience data from it. Integrate your own first-party audience segments (e.g. high value customers, loyalty shoppers, etc.) as well as third-party attributes (e.g. B2B, interest, intent, etc.) from our DMP partners to understand performance against the audiences that are most critical to your business.

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