NCSolutions Launches Clean Rooms for CPG Buyer Insights
Nielsen and Catalina joint venture NCSolutions (NCS), a purchase-based ad targeting and measurement firm serving the CPG industry, has launched a turnkey solution to help marketers fuel their analysis and accelerate their data clean room operations.
The “CPG Insights Stream” service is designed to power clean rooms or other data environments with safe, ready-to-use CPG buyer insights. Data clean rooms are secure cloud environments that companies are increasingly using for corporate data strategies, including advertising effectiveness. Essentially, it’s a method of analyzing sensitive data without violating privacy laws or revealing proprietary information.
The service provides household purchase intelligence for all types of CPG channels. Representative of every household in the U.S. (127 million households), the tool spans 4,500 CPG product groups and includes 3 million unique universal product codes (UPCs). The setup and data science resources required for implementation are minimal, and it enables a "quick path" to monetize a brand's clean room investment, according to a media release.
The solution supports brands' marketing and advertising strategies by helping to enhance first-party data, profile audiences, create look-alike audiences, better understand shopper journeys and optimize media spending.
"The CPG Insights Stream launch is a pivotal moment for our industry as more companies seek to create data-safe environments for advanced analytics," Jeff Doherty, chief operations officer at NCSolutions, said in the release. "This new service unleashes the full promise of a clean room and provides marketers the quality and depth of CPG buying insights they require."
According to a recent NCS and CMO (chief marketing officer) Council study of brand marketers, 44% of marketers have or plan to have a data clean room. A quarter of marketers (24%) plan to acquire a clean room.
NCS says the CPG Insights Stream is a culmination of its 13 years of research and development – all focused on advancing advertising effectiveness. The service leverages the firm’s proprietary analytic models and machine learning methodologies, paired with an omnichannel set of CPG point-of-sale transactional data to provide a comprehensive view.
"With this new solution, we are filling a void in the market,” Dan Malmed, chief revenue officer at NCS, said in the release. “Other suppliers provide clean room data. We are upping the ante.”
The new service is available now and can be leveraged as a foundational piece of a clean room data setup. In this capacity, the CPG Insights Stream can serve as the basis to vet other datasets with minimal tech and data science resources.