source: http://www.marketingweek.co.uk/news/nielsen-introduces-most-accurate-online-analytics-tool/4004299.article
If you or someone you know works in CPG (consumer packaged goods), you probably know or at least have heard of the power and ubiquity of Nielsen as THE syndicated data provider of in-market sales, shopper behavior, and media viewership data in the CPG industry.
On the Media viewership front, Nielsen has expanded its footprint from Traditional Television Ratings to the Online Space, previously in the United States but now for the first time in the UK. Unilever (makers of Dove) and Reckitt Benckiser (maker of Lysol) are among the first European companies to try Nielsen's Online Advertising Measurement System, which Nielsen claims will give advertisers a "never-seen-before degree of accuracy" in judging the effectiveness of online campaigns to reach consumers.
As someone who has worked in Marketing Analytics in the CPG space for several years now, I have a problem with blanket statements like the above, which promise far too much with far too little substance behind the actual claim. Nielsen states that "advertisers will be able to use the system to either save an average 11% of their marketing budget or improve campaign efficiency by an average of 14%, following a study of 30 campaigns using the format."
If you have taken statistics (and I assume most if not all of us have taken stats and paid at least a wink of attention), a sample size of 30 does not hold up to any measure of significance in an industry where hundreds of thousands if not millions of Ad campaigns are constantly being run.
Now, that is not to say that there isn't potential for Nielsen's new service to be successful. In fact, as a CPG Marketing Professional, I hope Nielsen's new Online Campaign Ratings (OCR) actually do prove to be accurate and useful, so that the CPG industry can finally fill the huge void that has existed in the Digital Measurement space, for the better part of the last decade.
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