'Precision marketing' from Nielsen





Nielsen has today launched a new tool that combines credit-card purchase data with online behavioral data to help advertisers target people based on their buying habits.

The ‘Nielsen Buyer Insights – Precision Marketing’ tool has so far signed four digital analytics advertising platforms as clients, who in turn will offer this data to their clients to enable buyer-segmented audience targeting, ranging from category level to heavy buyers of a single merchant.

“We see this as a huge step for digital analytics precision marketing,” said Nada Bradbury, Nielsen’s senior vice president of global media products. “Clients can see syndicated data exposing the reach and frequency of their ads layered with actual consumer shopping behavior.”

Credit card purchase data is derived from Nielsen’s own panel, and is anonymized and privacy-protected, the company said.

Specific Media is one of the first Precision Marketing customers. Jill Botway, president of global sales and marketing, said: “Connecting with consumers is increasingly more complicated; yet, with new technologies that allow us to create a link between offline and online by harnessing insights from aggregated data, retailers can build direct connections with consumers to deliver messages and offers that will resonate.”


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Living the Hybrid Life with Advanced Analytics

In a recent documentary created by Dave Grohl of the Foo Fighters, he interviews Lars Uhlrich, a once outspoken critic of the demand for online music. In the video produced in 2021, Lars has now embraced the online music world. Yet, in 2019, one-quarter of all music sales were vinyl.  Much as we’d love to deep dive into some music, the point here is that what was once either/or has become both.  Brick-and-mortar business have e-commerce channels, e-commerce channels have brick-and-mortar stores (looking at you Amazon bookstores). Stores are now their own fulfillment centers, items and food can be ordered online and picked up curbside, in-store, or via delivery. In other words, businesses are meeting their consumers where and how they want to shop. Would we have gotten to this point as quickly if not for the pandemic? Maybe. But for many retailers and businesses, there are a few Marketing Insights you’ll want to remember to maintain this new hybrid environment.  Customer Experience Should Remain Top of Mind Imagine this. You visit a store to buy something off the shelf. The store is essentially empty, except for signs which say ‘available to order online.’ If everything is only available online, you’re meeting only one segment of your consumer. While the idea is to create a consumer relationship, you need to know who your customer is, their needs and desires, and meet them when, where, and how they shop.  The customer journey should be interwoven between online shopping and the increasing desire for social interaction. Shopping should still be an experience. Here a few things to consider when planning your hybrid customer journey for your business: How well do you know your customers? Does your customer prefer to shop online, then pick up in store? If they entered the store without shopping online, would you have the product they needed on the shelf or at least, in the back rooms? Why or why not?How do you move the customer from in-store shopping to online and back to in-store shopping?If your customer shops fully online, is their data protected? Privacy is a major concern for many consumers and should be considered at every level of business. Who has access to what and why? And if your consumer is fully remote, or unable to shop in-store, how do you provide and maintain the best customer experience all they way to their door? And with these questions in mind, who’s helping your business build and maintain those relationships? Many businesses have remote call centers to handle customer complaints, but what about the beginning of the journey. Enter AI, chatbots, and Advanced Analytics to move your customer and your business forward for the future. It’s important to build your customer relationship across all your shopping channels – on-line, in person, via AI or chatbot or customer service representative – a unified experience is key. Chatbots and AI Learn from Advanced Analytics and NLP There are only so many humans who can answer call demands. Add in all the online orders, delivery dispatches, and fulfillment options, and it can be overwhelming. Using Advanced Analytics, good Data Management, Artificial Intelligence, and Automation can all augment the ultimate customer journey experience. AI using NLP scraped from past conversations can Data mine language samples to interpret, understand, and respond intelligently to consumer calls. Add text-based support and the benefits increase. If you’re business is more service-based than product-related, AI and chatbots can help there, too. Much like the salesclerk when you enter a brick-and-mortar store, the chatbot is your first engagement with a prospective consumer. And its that chatbot or AI representative who will set the stage for their customer journey and experience. Beyond Retail and Back to Basics Business? For those in the office, or working remotely, some businesses have begun offering hybrid options. Come into the office a few days a week and work from home a few days a week. Yet, others are insisting it’s back to business as usual with some additional measures such as sanitation, plexiglass between cubicles, and physical distancing of employees.  Over the past year, it’s been proven employees don’t need to be in the office. But, it’s also important for humans to interact with each other on some social level and that includes meeting in-person. Physical distancing will be important for some time, but human interaction outside of a computer screen is also. So, while there are pros and cons, for now, the hybrid environment for businesses, schools, retailers, and restaurants is here to stay. How businesses choose to meet this mix will be interesting to watch as they incorporate available technologies while also remembering those they’re trying to serve are human. If you’re interested in Big Data & Analytics, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Mental Health Apps Help Patients Make the Move into Therapy

May is Mental Health Awareness Month. As we continue to untangle ourselves from the cabin-fever isolation of the winter months post-pandemic, many are feeling overwhelmed and mentally burdened. It’s a lot to manage – remote working, virtual schooling, mask mandates, vaccine appointments, and the day-to-day screen time and Zoom meetings. It’s no wonder people are turning, once more to the virtual space for help.  From mindfulness and meditation apps and videos to physician-focused telehealth assistance in the health space, there is digital technology at play. While it may seem as if apps keep people from going to the source and seeking professional help in the mental health space, having an app is helping people make the decision to sit down one on one with someone.  Mind the App: A Note on Market Trends There is a proliferation of mindfulness meditation apps available on Google Play, iOS systems, and on YouTube, just to name a few. In fact, the market is set to grow exponentially over the next five to ten years. And technology companies have been paying attention. Key trends include: Design simplicity and collaboration with subject matter expertsEngagements both personal and professional which lower energy levels leading to disturbed sleep. While millennials search for a more whole (read: work/life) balanced life, it’s reported Generation Z is likely to have the worst mental health issues and desire to seek alternative therapy options.Apps-focused issues include insomnia, anxiety, depression, mindfulness, and whole being self-care.More and more Americans understand mindfulness and meditation are the best resources to help unwind and lessen stressors. Not all apps are created equal, but Headspace and Calm are two of the top contenders and most widely used. Those higher-level products backed by teams to ensure everything runs smoothly are outpacing the proliferation of self-help apps which number upwards of 20,000. Digital Technology and Machine Learning are Moving Things Forward From AI to Digital Technology to Machine Learning, Data professionals are working to ensure mental health apps are not a flash in the pan. Especially for those who may need help the most such as high utilizers. These high utilizers are those who may have multiple issues and check themselves into hospitals most frequently. Just like people worried about robots taking jobs, some therapists may worry these apps could replace in-person therapy treatments. This is unlikely as it may embolden those who need help to seek treatment in the more traditional sense. In fact, some apps could enhance therapy work rather than detract from it. Machine learning tools helped researchers analyze nearly 10,000 patients’ EHR Data over a 2-year period. The algorithm analyzed all the factors at once for a much more efficient breakdown and determination of each factor to best identify patient characteristics. Understanding this information helped researchers determine which factors lead to the disorders for higher utilization. Dangers and Predictions With nearly 20,000 mental health apps on the market, there are probably a fair number which aren’t as useful as they hope or claim to be. And some can be dangerous as was discovered in a 2015 study in which therapies for bipolar disorder were found to be inconsistent with established treatments (Nicholas, J., et al., Journal of Medical Internet Research, 2015). Not to mention ineffectual apps and those which disrupt treatments already in place and established. Mindfulness Apps at Work For happier, healthier workers not burned out from Zoom-fatigue and remote working, business leaders are focusing more and more on mental health. Some are offering mindfulness moments or group yoga classes or meditation opportunities throughout the day for a mental health break. Mental health discussions are now standard practice and efforts to open up more on this front through self-care prioritization and workplace wellness are making their mark. Employee mental health is top of mind as businesses and employees navigate the new normal when it comes to work, education, and the blurring of personal and professional lives as we continue remote practices.  What was once taboo and swept under the rug has been met with Digital Technology, Apps, AI, Machine Learning, and the door is open for discussion. Whether you take a mindfulness minute, write in a journal, meditate, or log in to your app remember mental health awareness is about self-care for the whole you. Need a mental health break? There’s an app for that. If you’re interested in Big Data and Analytics, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

How Computer Vision Can Modernize American Infrastructure

What if we could imagine a city in which there were no traffic bottlenecks or jams? What if we could sail through tolls and park using an app? Could high-speed rail replace cars as our main means of transport commuting to and from work? Would travel apps with our faces, government IDs, and medical records launch us past the long security lines at the airport?  We already use computers to help us navigate our destinations, buy plane or train tickets, and in some cities, park using only our location and a credit card. Already a part of our day-to-day for many, computer vision is moving us along at a rapid rate.  Smart cities are changing the way we move Computer Vision is being used in a variety of ways and is modernizing our transportation infrastructure for a start. Using advanced technology, computers are learning to ‘see and hear’ and make informed decisions much as humans might to make our world more efficient and safer.  Below are just a few places Computer Vision is already in play in our communities: Traffic patternsTraffic signals – connected cameras watch for pedestrians as they monitor traffic flow. These connected cameras also help to optimize flow and reduce congestion.Street lamps – imagine saving electricity by dimming street lamp switches then turning them back on if movement is detected.Tolls – camera captures of your license plate billed to where it's registered and EZ Pass lanes – one pass to move across highways without slowing, stopping, or having to handle cash or coin.GPS warnings – red for stopped traffic, yellow for slowed trafficParking apps - in cities with significant parking issues such as limited space. Imagine using a location-based service parsed into zones and your credit card to not only find a parking spot more easily, but to guarantee your car won’t be towed or mishandled.Clear ID - when traveling both domestically and internationallyHigh-speed rail - in some cities and talks under way for more. Commuter trains are moving beyond New York and Chicago to other cities such as Atlanta, Detroit, and Dallas just to name a few. These are just a few ways cities are being modernized for individuals. But what about on a grander scale? With the increase of online orders and demand for delivery in the last year or two, it’s estimated that over 1 million packages were delivered in New York each day. Extrapolate that to the other 49 states and the amount of traffic on the road that is strictly for deliveries soon overtakes that of individual commuters. Computer Vision is Solving for Delivery Congestion For many downtowns, parking can be a bear. Especially if you have a delivery van or truck. Where do you park to make your deliveries? Remember, you’re on a deadline. All. The. Time. What if a car is parked in your loading zone? What if there’s too much traffic to park? What had once plagued urban roadways was now a bone of contention to deliver products in a timely manner. On the more negative side of these frustrations, parking revenue was virtually eliminated as the larger companies absorbed the costs into their cost of doing business. No one was getting anywhere fast. Enter Computer Vision technology. Once the reason behind the problem was understood, cities could begin to plan for a solution. This technology could be used to help city planners understand curbside activity so they could tailor their plans based on their cities’ needs. With the proper data to make more informed decisions, cities can plan locations for passenger parking, ride-hailing lots, and delivery only zones to make more efficient use of people’s parking needs. Next Steps Toward a Modernized Infrastructure Curb management is just one of the options that America is working on to modernize its infrastructure. Making traffic patterns and flow more efficient is another. Imagine a plan in which pedestrians, drivers, cyclists, commuters, and delivery fleets can safely share the road while also investing in clean energy solutions. Adding in infrastructure plans to also help combat climate change makes it a win-win for everyone. If you’re interested in Big Data & Analytics, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

How Big Data and Risk Analytics Can Help Fight Climate Change

Data is all around us. We use it to calculate our calories and our steps to ensure a healthy body. We use it track our packages and ensure delivery to the right location. We look to it to check the weather for exercise, driving conditions, and in extreme cases, safety preparedness. But, could we use it to fight climate change? Could we use it to reign in swiftly rising temperature changes which could affect our food and ecosystems?  Greener Choices for Greener Products People have more choice than ever before. They also have information at their fingertips and can see at a glance the benefits or the drawbacks of purchases. From how their food is grown to how far their food is delivered to the practices of companies from oil and gas producers to the wearables on their wrist. Climate change and Big Data have been linked, but mostly to determine greenhouse gases and effects of pollutants. But with the rise of consumer advocacy groups, farm-to-table traditions, micro-and macro-farming, and a desire to know more about what we’re putting into our bodies, consumers are dictating greener options from the markets. The Business of Climate Risk Analytics As consumers take note of climate change, companies are merging knowledge of climate change risk into their financial decision making. How will climate change their business practices? How will it be scaled based on how climate science rules inform financial risk assessments not yet developed? The markets need just as much information as consumers when it comes to climate risk. These assessments are intended to businesses determine consequences, responses, and likelihood of the impacts of their actions. Enter climate risk analytics. Climate Risk Analytics uses risk assessment and risk management based on natural disasters and their impact. However, the climate is not in a static state. It’s ever-changing and those changes are often in the extremes with little information related to averages. This complicates risk assessments as do the differences in regional projections. How AI Can Help Big data combined with climate risk analytics is getting an additional boost from artificial intelligence. AI techniques are being used for a variety of situations such as disease tracking, crop optimization, and monitoring everything from our heartbeat to endangered species. Solutions from advances in Deep Learning and Machine Learning could solve global environmental crises while assuaging financial risk with predictive modelling. Yet barriers to effective solutions from AI include cost and regulatory approval. But if these items weren’t an issue? We could determine such vital information as water availability and ecosystem wellbeing. Water and ecosystems aside, AI can help: Track and monitor endangered speciesImprove energy efficienciesOptimize wildlife conservation Fight poaching of endangered speciesTrack mosquito populations to prevent diseaseWarn populations of upcoming storms• Inform agriculture, health, and climate studiesDetermine water, forest, and urbanization changesSome vineyards in California use AI to determine if vines receive enough or too much water. AI’s ability to process large amounts of information quickly are a boon to the ever-changing climate, its risk assessments for businesses, and its benefits to consumers and investors who want to know what businesses are doing to keep everyone safe. In Honor of Earth Day This week we celebrate Earth Day. It’s a day to remember and honor the earth who gives us our air, our food, our animals, plants, fish, and so much more. From Greta Thunberg’s School Strike for Climate to Naomi Klein’s book, The (Burning) Case for a Green New Deal, climate is front and center of our thoughts and our survival. Want to be part of the movement working with Climate Risk Analytics or the effect of Artificial Intelligence in our environment? Harnham may have a role for you. From Big Data & Analytics to the Life Sciences, there’s something for everyone interested in the Data industry. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

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