NielsenIQ

What Stevin gets out of NielsenIQ

For FMCG and retail, NielsenIQ is the measure that matters: market share and purchase behavior based on point-of-sale data and panels. It does not tell you whether your ad was clickable, but whether you actually sold relative to the category. That is exactly the kind of truth marketing often lacks. The downside is timing and granularity: the data comes with a delay and is aggregated, so you steer on the past and on large units, not on yesterday. Teams get stuck there: digital campaigns and market share stay two separate worlds. Stevin links NielsenIQ market data to your digital campaign performance, so you see whether a rise in spend translates into market share and not just into clicks. It flags when the two diverge, and the consultant judges what that means before any budget shifts.

What you pair it with

NielsenIQ gives you the outcome that counts, sales and share, but it comes slow and coarse, so it is not a day-to-day steering wheel. Count on a layer that lays the market data next to your real-time campaign data, otherwise you look at two dashboards that never touch. The gain is in connecting the slow, hard signal with the fast, rough signal from your channels. Without that you know you advertised and you know your share moved, but never whether one caused the other.

Common mistakes

• →Wanting to steer on delayed, aggregated data as if it were from yesterday.
• →Leaving digital campaigns and market share as two separate worlds.
• →Not laying the market data next to your real-time campaign data.
• →Measuring campaign impact only on clicks and ignoring the real sales.