Nielsen's Ad Intel division deliver commissioned research reports and share insights via newsletters but their means of doing so was revealing little about how people read their work.
Nielsen’s Ad Intel division is commissioned by enterprise brands and global businesses to deliver research reports, data and insight on market trends. Their findings are presented back to clients and published across a number of different digital channels. They also produce a regular newsletter sharing insight and learnings.
Nielsen is a global measurement and data analytics company. Their Ad Intel division partner with the world’s largest brands to help achieve transparency in media investments, build evidence-based marketing programs and select the right technology partners and platforms to run and measure marketing activities.
The brightest discovery can fall on deaf ears if poorly communicated. To make sure their work delivered the strongest possible impact, the team needed to present their insights in the most compelling way. They also needed to know what was being read and how.
The division's existing model of publishing was providing very little in the way of meaningful metrics. Click-through rates, download counts and dwell times were not helping Nielsen to solve their critical need to:
