When separate data streams are combined, the whole is greater than the sum of its parts. That's the principle Nielsen Health is banking on.
By integrating several of Nielsen's most well-known analytical tools—such as PERQ-HCI, Nielsen Media Research, Nielsen//NetRatings and Nielsen BuzzMetrics—NielsenHealth hopes it can more effectively tackle some of a pharmaceutical marketer's biggest challenges.
“NielsenHealth can make a significant difference by taking a lot of the capabilities and data it has and just repurposing it,” said Matthew Dumas, NielsenHealth managing director.
Health is but one vertical included in a suite of services that the parent company is calling NielsenConnect.
Consider Health's media-tracking and targeting capability. Dumas, who spent nearly a decade working with Procter & Gamble, said he sees “tremendous waste” in evaluating media based on demographics alone.
A more efficient way involves linking Nielsen Media Research's TV and Internet audience measurement data with other panel information to first identify only those suffering from a condition in terms of their media consumption. Then allow a marketer to drill down further.