Research and measurement firm Nielsen has launched a digital tech hub in Singapore that it hopes will improve how advertising and e-commerce is measured.
Launched in collaboration with Singapore Economic Development Board, the new hub – called the Asia Innovation Centre – is modelled on Nielsen’s Innovation Lab in the US.
The new facility will have an initial investment of S$14 million pumped into it over five years and 30 staff trained in research, insights and data science.
Some of the key projects at the hub will include a platform for reporting cross-platform audiences, a card measurement platform for financial services brands to make better customer loyalty schemes and a tool that measures the volume and value of e-commerce sales.
Cheong Tai Leung, president of Nielsen Southeast Asia, North Asia and Pacific, said: “Southeast Asia is a key growth engine in the coming years for many of our clients here in Asia and around the world, and with rapidly evolving digital behaviour across the region, there is growing demand for insights into the lifestyles, habits and purchasing behaviours of Asian consumers.”
“It’s no coincidence that we have chosen Singapore as the location for the Nielsen Innovation Centre – it is the globally recognised hub of Southeast Asia with highly skilled talent, world-class infrastructure and a strong underlying commitment to innovation. As all eyes turn to Southeast Asia, we are excited to be spear-heading locally developed innovative solutions in Asia, for Asia which address our clients’ growing needs,” Leung said.
Kevin Lai, executive director of consumer businesses at EDB, added: “The Asia Innovation Centre reinforces Singapore’s attractiveness as a pan-Asian consumer insights hub, where companies gain access to various methodologies and technologies that deepen their market understanding to drive regional innovation strategies.”
“Global companies like Nielsen can tap into the region’s sophisticated demand base and Singapore’s infrastructure, to spearhead new technological products, solutions and services, strengthening Singapore’s position as the digital innovation capital of Asia,” he said.
