Nielsen is launching Compass, a global database designed to
establish syndicated standards and shared definitions for campaign outcomes measurement across platforms and regions.
The campaign elements in the aggregated dataset — updated
annually with about 25,000 campaign ROIs across 100 categories and 50 countries — include brands, pricing, promotions and media platforms.
Nielsen describes the database as
“democratizing” outcome measurement and ROI metrics on a global basis.
Machine-learning models combine Compass data with marketers’ media-allocation plans to enable
optimizing campaign media spend within days, by country and across television, digital video, display, social media, search, print, out-of-home and radio, according to Nielsen.
“Each year, billions of advertising dollars go to waste as marketers rely on incomplete data when making decisions on their cross-media strategies, especially when attempting to scale across
countries and brands,” Matt Krepsik, Nielsen marketing effectiveness product leader noted in the announcement. “Our mission is to deliver outcome measurement around the world so marketers
can maximize their ROI, move with velocity and be budget-friendly.”
Brands that have tested Compass have increased the effectiveness of their cross-media investments by up to 70%
more than brands that relied “on market perceptions and gut feelings” for media allocation, Nielsen says.
The database can be used through an interactive user interface,
dynamic reports with advanced calculations via file delivery, or as a direct feed into Nielsen’s media planning suite.
The Nielsen announcement comes on the same day as the reveal
of a new framework for cross-media measurement from the World Federation of
Advertisers, the Association of National Advertisers, and its European counterparts, as well as the introduction of a new cross-media outcomes metric within
NBCUniversal’s digital/linear TV ad buying/management platform, One Platform.