6 Billion Rows Of Data To Highlight How To Build Brands

What does it take to build a sustainable brand today, and what role does media play in that goal? Amid a challenging consumer product landscape and a fragmenting media environment, it’s never been more critical that brands know exactly which media levers to pull and which audiences they should target.

For many brands, media planning comes down to a single, long-standing question: Should we target existing buyers to increase loyalty and maintain market share, or should we grow our base by targeting light or non-brand buyers?

But is it really so cut and dry? That’s precisely the question that a team of researchers from Nielsen, Nielsen Catalina Solutions (NCS) and the Ehrenberg-Bass Institute are seeking to discover as they begin to dig through three-and-a-half years of sales data from 50 brands. In total, the teams will be analyzing more than 6 billion rows of data from 10 U.S. consumer product companies, each of which contributed five brands to the study. Each brand falls into one of the following categories:

• New successful brand

• New failed brand

• Stable brand

• Growing brand

• Declining brand

To whet the appetites of the media companies and brands that contributed to the study, NCS and the Ehrenberg-Bass Institute recently held a kickoff event to detail the breadth of the study and discuss some of the areas the teams will be exploring in the data, with the goal of providing brands with better targetIng tools.

Read the full article and view the video interviews here.