DIGITAL MARKETING HUB v2.0 - AdExchanger

Digital Marketing Hub v2.0
BMO Capital Markets
• Nielsen Catalina Solutions is a joint venture of Nielsen and Catalina and provides marketing
performance analytics by integrating Nielsen’s media and household purchasing
information with Catalina’s household shopper data. Nielsen Catalina Solutions enables
CPG marketers and media companies to match audiences with the right media, measure
the resulting sales impact, and use analytics to make appropriate adjustments to marketing
plans.
• Marketing Analytics, acquired by Nielsen in August 2011, helps clients measure the impact
of marketing on sales. Its products include:
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Market In-Sights (model based sales analysis)
Marketing Analytics Planner (marketing planning and optimization)
Coefficient Generator Web (measure sales response to price, promotion,
advertising and external factors like weather and economic trends)
• NM Incite is a collaboration between Nielsen and Mckinsey and Company. NM Incite’s
solutions helps marketers maximize the benefits and insights it can garner from consumer
discussions about their brands on social media outlets.
• Scarborough Research is a joint partnership between Nielsen and Arbitron. Scarborough
measures the lifestyle and shopping patterns, media behaviors and demographics of
American consumers.
Exhibit 61. Nielsen IP Marketing Acquisitions and Partnerships
Selected Acquisitions:
Target: Date: What they offer:
• GlanceGuide 5/4/2010 Video analytics
• Marketing Analytics 8/9/2011 Analytics and advanced planning software
Selected Partnerships:
Partner: Date: What it does:
• 4INFO May-11 Shopper tracking data + mobile tracking data
• Facebook May-11 Household data panel to help CPG advertisers
• TRAFFIQ Sep-11 Combine ad-buying platform + target-marketing platform
• Adometry Dec-11 Use offline data to reach online customers
• Tremor Media Dec-11 Tremor will integrate Nielsen's GRPs into VideoHub
• Specific Media Dec-11 Shopper Access - analytics geared towards CPG companies
• Invision Dec-11 Invision + Nielsen's online GRP ratings system
• Exelate Feb-12 Help C PGs reach consumers online based on in-store activity
Source: Company websites and trade press reports.
Omnicom Group (OMC, MARKET PERFORM, $49 target)
Investment Thesis
We rate OMC shares MARKET PERFORM as we see limited upside to fundamental estimates
at this time. Potential acceleration of share buyback is a key risk to this thesis. Omnicom
has accelerated its investment in data and analytics solutions – including an agency trading
desk. While it may not have been the first mover in the space, judging by the considerable
new level of hiring this year, Omnicom is catching up quickly and helping solidify the strong
performance of the OMD media services business in recent years. From an account perspective,
the record has been solid lately but there is risk in the Bank of America review.
A member of BMO
Financial Group
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June 7, 2012