Nielsen Tapped by lululemon to be their Global Marketing Mix Measurement Provider

Rhea-AI Summary

Nielsen has been selected by lululemon as its preferred Marketing Mix Modeling (MMM) provider in the U.S. and Canada. This partnership will enable lululemon to understand the effectiveness of its marketing tactics, optimizing budgets to maximize ROI. Nielsen's MMM solution measures the impact of both online and offline marketing efforts, allowing brands to balance short-term sales goals with long-term growth. Nielsen, a leader in global marketing outcomes measurement, operates in over 55 countries and aims to provide actionable intelligence to improve marketing effectiveness.

Positive

• Selected by lululemon as preferred MMM provider, enhancing its market position.
• Nielsen's solution aids lululemon in quantifying marketing effectiveness, potentially increasing ROI.

Negative

• None.

Nielsen's footprint as the leader in global ROI measurement continues to expand with addition of lululemon

NEW YORK, May 10, 2022 /PRNewswire/ -- Nielsen has been selected by lululemon athletica inc., as its preferred Marketing Mix Modeling (MMM) provider in the United States and Canada. In this role, Nielsen will provide lululemon with a holistic understanding of which marketing tactics are driving desired outcomes in the brand's key markets, allowing the brand to fully quantify the effectiveness of current marketing efforts and unlock future opportunities to maximize ROI. Nielsen's Marketing Mix Modeling solution enables customers to assess the impact of their marketing investments, understand what's working, and optimize budgets accordingly.

With more opportunities to engage with new and existing customers via online channels and social media, retail marketers need the right intelligence to make the best marketing decisions that reach consumers wherever they are. Nielsen's MMM solution provides that intelligence by measuring the impact of online (search, display, online video, social), offline (linear TV, in-store promotions) and external factors that can affect product demand (competitor actions, macro market trends). Additionally, MMM helps brands find the optimal channel mix to balance short-term sales goals and long-term brand growth.

When brands are armed with the most comprehensive understanding of which marketing decisions are driving outcomes such as sales, customer acquisition or site traffic, they can identify what's driving the highest returns and determine where and how they should spend for the most impact.

"We are pleased to work with Nielsen, in tandem with our teams, as we quantify the effectiveness of our marketing initiatives," said Justin Richmond, Chief Digital Analytics Officer at lululemon. "Nielsen's experience in brand marketing outcomes and measurement will aid us in ensuring we are adding value to new and existing guests with resonate messaging." 

"Advertisers need to have confidence in their data and measurement so they can improve the effectiveness and ROI of their marketing spend," said Dave Suwanski, Vice President of MMM Product at Nielsen. "We're thrilled that lululemon has chosen Nielsen as their measurement provider to confidently assess the investment of their full-funnel marketing efforts across their key markets."

Nielsen is the largest independent global MMM provider and a leader in marketing outcomes measurement, allowing companies of every size and across every category to understand the impact of their advertising, from brand awareness and perceptions to influencing business outcomes. Through an end-to-end view of how people connect with and experience brands, Nielsen's Outcomes Solutions provide detailed, strategic insights of all marketing touch points so brands can prove the value of every marketing dollar spent to make informed future investments.

About Nielsen

Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.

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SOURCE Nielsen

FAQ

What is Nielsen's recent partnership with lululemon about?

Nielsen has been chosen as lululemon's preferred Marketing Mix Modeling provider to enhance marketing effectiveness in the U.S. and Canada.

How will Nielsen improve lululemon's marketing strategy?

Nielsen will provide lululemon with insights on marketing tactics, allowing for better budget optimization and increased ROI.

What does Nielsen's Marketing Mix Modeling solution measure?

It measures the impact of both online and offline marketing efforts, including factors like competitor actions and macro market trends.

What benefits does lululemon expect from Nielsen's services?

lululemon anticipates improved quantification of marketing initiatives, leading to more effective messaging and customer engagement.

How does Nielsen rank in the marketing measurement industry?

Nielsen is recognized as the largest independent global provider of Marketing Mix Modeling and a leader in marketing outcomes measurement.