NielsenIQ, the industry leader in global measurement and data analytics, announced today two key acquisition agreements –Data Impact and Rakuten Intelligence. These acquisitions will drive significant value to NielsenIQ’s e-commerce and omnichannel measurement solutions and allow the company to revolutionize the consumer and retail measurement industries with a comprehensive view of the online marketplace, from product distribution to sales.
Today, e-commerce sales account for 12% of CPG sales in the U.S. and up to 30% of sales in global markets and are estimated to grow at a 15% CAGR through 2025. With significant growth and share from online-focused retailers, it has become more important to understand the total marketplace. Nevertheless, current e-commerce measurement is highly fragmented, with multiple, disparate offerings that do not allow an integrated and consistent view of the total market.
These acquisitions and suite of omnichannel measurement solutions uniquely position NielsenIQ to provide retailers and manufacturers with a harmonized, granular, and consistent view across channels, allowing them to anticipate trends, understand, and react faster to consumer needs and expectations.
“Measuring e-commerce is a top strategic imperative for NielsenIQ,” said Natalie Williams, Head of North America Measurement Product Leadership, NielsenIQ. “Together we can transform the way we measure e-commerce sales and how fast the shopper journey evolves by delivering powerful machine learning-driven insights to our clients around the world.”
The agreement to acquire Data Impact, a leading e-commerce intelligence player in 40 markets mainly across Europe and the U.S., will supercharge NielsenIQ’s omnichannel service. Combining Data Impact’s best-in-class technology – which provides a hypergranular view of banner and store-level e-commerce insights – with NielsenIQ’s unmatched retail measurement footprint, will enable NielsenIQ to scale Data Impact’s product offering globally; and most importantly, will position NielsenIQ to lead the future of omnichannel measurement and execution.
“Combining our technology with Data Impact’s unique offering enables us to offer manufacturers and retailers unparalleled, comprehensive coverage with the granularity needed to make winning omnichannel decisions,” said Jim Peck, Executive Chairman and CEO of NielsenIQ.
The acquisition of Rakuten Intelligence, three years after signing an exclusive agreement to combine Rakuten Intelligence’s largest e-commerce purchase panel in the U.S. with NielsenIQ’s retail sales data, will allow NielsenIQ to deliver our clients an integrated online and offline read, aligned to custom client hierarchies, underpinned by our cloud-based Connect platform. NielsenIQ’s recently launched Omnisales product is the first integration derived from this acquisition.
“We are proud to welcome these two champions into the NielsenIQ family. We will be able to provide a single number for online sales measurement through multi-sourced data – the truth the market needs – and we will also deliver e-commerce execution recommendations with unrivaled actionability. With unique scale and granularity, the landscape of opportunities is unlimited,” mentioned Clément Colin, Head of International E-commerce Measurement, NielsenIQ.
NielsenIQ is the leader in providing the most complete, unbiased view of consumer behavior, globally. Powered by a groundbreaking consumer data platform and fueled by rich analytic capabilities, NielsenIQ enables bold, confident decision-making for the world’s leading consumer goods companies and retailers.
Using comprehensive data sets and measuring all transactions equally, NielsenIQ gives clients a forward-looking view into consumer behavior in order to optimize performance across all retail platforms. Our open philosophy on data integration enables the most influential consumer data sets on the planet. NielsenIQ delivers the complete truth.
NielsenIQ, an Advent International portfolio company, has operations in nearly 100 markets, covering more than 90% of the world’s population. For more information, visit NielsenIQ.com.
About Data Impact
Data Impact is one of the cutting-edge providers in omnichannel analytics solutions. The company uses localized data and AI algorithms to offer its customers various solutions, including location-based analytics, sales and shares estimates, media monitoring, SEO optimization, and more.
The Data Impact solution is already used by more than 150 companies in more than 40 countries. Launched in 2016, Data Impact is the only solution that offers FMCG manufacturers a precise visualization of their omnichannel distribution and the ability to identify localized levers of action.
About Rakuten Intelligence
Rakuten Intelligence is part of Rakuten Advertising, which connects leading agencies, brands and publishers to active and engaged consumers around the world. With access to Rakuten’s diverse media properties and audiences, combined with an award-winning performance network and proprietary consumer research, Rakuten Advertising creates the right conditions to reach new customers and sustain long-lasting loyalty.
Its foundation of advanced technology, data, and strategic services positions Rakuten Advertising to offer a differentiated suite of marketing and advertising solutions while continually pushing the industry forward. It is a division of Rakuten Inc., one of the world’s leading Internet service companies. The company is headquartered in San Mateo, CA, with offices throughout EMEA, APAC, LATAM, and North America. Learn more at www.rakutenadvertising.com.
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