Friday, June 13, 2025
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U.com
Home Exclusive

Nielsen plans to set-up one-stop shop for brand owners with newly acquired Indicus Analytics

by MN4U Bureau
September 24, 2014
in Exclusive
Reading Time: 3 mins read
A A

Share Share ShareShare

ADVERTISEMENT

Nielsen, the global measurement company in marketing and consumer information, television and other media, is thinking of ways to grow inorganically. It made its first move by buying the Delhi-based economic analytics firm, Indicus Analytics, last week and now it has the plans ready for leveraging the newly acquired vertical by positioning itself as a one-stop shop for various solutions needed by the brand owners.

Indicus is expected to add fire-power to the much larger primary research firm, which covers retail spread and traction of brands and how audience consume media. Piyush Mathur, president, Nielsen India Region, says, “We have 800 client-servicing people interacting with brand-owners on a daily basis. Indicus’ expertise would add immense value to those interactions.” Indicus analyses data and policy for academic institutions, international organisations, policymakers and consumer companies.

So far, advertisers had to look for economic data, to supplement their primary sales research from Nielsen, elsewhere. While Nielsen supplies market size and share (based on distributor-to-retailer sales or primary sales) and also retail distribution audits to consumer companies as part of its syndicate research, besides commissioned research, Indicus has products such as Market Skyline – district profile (income, savings, asset penetration, SEC or socio-economic distribution), City Skyline neighbourhood series (heterogenous clusters based on population density, SEC mix, affluence level, spending pattern) and District GDP (gross domestic product).

Laveesh Bhandari, founder and director at Indicus, says that his team of 50 people has the technique and skills to put together and constantly update the secondary research that goes into its products. “We go into micro-geographic details such as economic condition and demographics of districts, sub-districts and even neighbourhoods. Everyone wants to parse big data but most do it with random patterns. To a question like ‘Is there a large middle-class in Meerut?’, many companies would do a dipstick which would be dependent on the quality of the sruvey.

But we looked at the economic activity, occupation, education of the city. We found that Meerut actually has a large affluent class comprising the owners of its many small scale industries.”

Indicus refers to electoral rolls, mandi (local market) data, Central Statistical Organisation’s data, property records etc.

Mathur explains, “Indicus does pin-code-level research, which could tell brand-owners the economic potential locality-wise, say in Connaught Place and Vasant Vihar (in the NCR). So, we can merge it with our own retail outlet mapping to say at which stores in their targeted pin-codes should they carry out brand activations for the next wave of demand. For those focusing on smaller towns, there is data on district-wise GDP of 640 districts.”

Similarly, for a bank to find out where to put the next ATM, Indicus would be able to read capex pattern, energy use, infrastructure development to reveal the commercial buzz in a neighbourhood, while Nielsen could supplement it with data on existing ATMs.

Nielsen studies the consumer in three of her avatars – as a consumer in her daily interactions, as a shopper in stores and an audience of any form of media, says Mathur. “Indicus would be the starting block of making our consumer profiling robust for the next wave of marketers,” he says.

Competing with 13 other agencies, such as Ipsos, for a larger share in a $279 million (Rs 1,700 crore) market, Nielsen is looking at becoming an all-rounder for brand owners’ research needs. Mathur says, “Our customers are looking for a one-stop shop. Predictive analytics is just as much needed in marketing now as in other functions such as finance and sales. Hence, we would look at growing our analytics skills inorganically.” Nielsen has recently brought on board a merger and acquisitions manager onboard.

Mathur says the speed of data consumption among brands too has changed: “In our partnership with Twitter (measuring activity and reach of TV-related conversation on Twitter), data is refreshed every five seconds, a far cry from TV measurement through diary-keeping that we had earlier pioneered. So, we have to time all our data delivery right.”

Nielsen has had a few run-ins with brands, complaining about under-reporting at various points in time. A boost from analytics could help Nielsen bolster its pitch.

It started its India operations in 1995, as as part of Dun & Bradstreet (the erstwhile owners). In 2002, D&B India merged with ORG-Marg to form ACNielsenORGMarg (had the sub-continent’s first-ever retail audit tracking system). ORG, founded in 1961, was the pioneer in market research in India. However, in 2000, Nielsen worldwide was acquired by VNU, which was eventually bought over by a consortium of six private equity firms in 2006. In 2007, VNU changed its name to The Nielsen Company.

Indicus will benefit from the access to Nielsen’s large client base (600 clients) and also its global knowledge base. “We were the ones to start with district-level data when everyone else supplied state-level interpretations. But now we need to go down to square-kilometre, that can only be had from non-government sources such as satellite data and the rich information with Nielsen globally.”

As Nielsen digs its heels deeper in analytics, brand owners might benefit from its syndicated research becoming more accurate and holistic.

RECENT POSTS

Summercool uses a diverse promotional strategy blending traditional and digital media effectively for wide outreach and impact: Ashutosh Gupta
Exclusive

Summercool uses a diverse promotional strategy blending traditional and digital media effectively for wide outreach and impact: Ashutosh Gupta

June 12, 2025
0

In a competitive category Summercool Appliances uses Bollywood among other mediums to forge a stronger consumer connect. Bollywood actor Emraan...

Read more
The industry can’t keep serving recycled formulas and expect excitement: Dhruvin Shah, JOJO
Exclusive

The industry can’t keep serving recycled formulas and expect excitement: Dhruvin Shah, JOJO

June 11, 2025
0

Launched in October 2023 under the MCOM18 umbrella, JOJO is Gujarat’s first dedicated OTT platform, designed to transform the regional...

Read more
RIL-Disney Star merger
Authors Corner

Opinion: The Reliance-Disney Star Merger – How Vertical Integration Is Redefining Indian Media

June 10, 2025
0

GV Krishnamurthy (GVK) Reliance’s acquisition of Disney Star’s India business is more than a corporate transaction it’s a seismic event...

Read more
Atul Gupta, Bonvie Snacks
Exclusive

Innovation for its own sake often becomes noise: Atul Gupta, Bonvie Snacks

June 10, 2025
0

Bonvie Snacks, a healthy snacking brand in India, is looking to create an impact on the snacking landscape with its...

Read more
Sandeep Singh
Exclusive

SingleInterface Empowers Every Physical Store to Win in the Digital Age: Sandeep Singh

June 9, 2025
0

Founded in 2015 and headquartered in Gurgaon, SingleInterface has become Asia’s leading retail tech platform, supporting over 400 enterprise brands...

Read more
Measurement is shifting from hindsight to foresight: Sushobhan Chowdhury, AHA
Exclusive

Measurement is shifting from hindsight to foresight: Sushobhan Chowdhury, AHA

June 9, 2025
0

AHA is a media-fluid, business-first creative agency with a presence in both India and Dubai. They are a performance-obsessed creative...

Read more

LATEST NEWS

Amazon and Ogilvy unveil ‘From Everything Store to Everyday Store’ campaign to reflect new Brand Direction

Amazon and Ogilvy unveil ‘From Everything Store to Everyday Store’ campaign to reflect new Brand Direction

June 12, 2025
JBL and Warner Bros. Discovery Global Consumer Products India Announce a Power-Packed Collaboration to Celebrate the Release of DC Studios’ Epic New Film, “Superman”

JBL and Warner Bros. Discovery Global Consumer Products India Announce a Power-Packed Collaboration to Celebrate the Release of DC Studios’ Epic New Film, “Superman”

June 12, 2025

ANALYSIS

Influencers, short-form videos, and messaging disrupt offline retail in India: Meta
Analysis

Influencers, short-form videos, and messaging disrupt offline retail in India: Meta

June 12, 2025
0

Mumbai: In a fast-evolving retail landscape, a new Meta-commissioned study by GWI reveals how digital touchpoints like influencers, short-form videos,...

PEOPLE

Scripbox appoints Ashok Kumar E R as Chief Client Officer
People

Scripbox appoints Ashok Kumar E R as Chief Client Officer

June 12, 2025
0

Bengaluru: Scripbox, an omni-channel digital wealth management company, has announced the return of its Co-founder and former CEO, Ashok Kumar...

MARKETING

Gowardhan Ghee partners Sony Marathi for Maharashtra culture celebration
Marketing

Gowardhan Ghee partners Sony Marathi for Maharashtra culture celebration

June 12, 2025
0

Mumbai: Gowardhan Ghee, a flagship brand under Parag Milk Foods and a trusted name in premium dairy products, has announced...

Subscribe to Newsletters

ADVERTISING

The Reppro wins PR, Social Media, and Performance Marketing Mandate for Western Australian Certificate of Education (WACE) in India
Advertising

The Reppro wins PR, Social Media, and Performance Marketing Mandate for Western Australian Certificate of Education (WACE) in India

June 12, 2025
0

New Delhi: The Reppro, a fast-growing strategic communications and public relations consultancy, has been appointed the official communications partner for...

PRINT

Forbes India Celebrates 16 Years with Landmark Anniversary Issue, Exploring the Power of Disruption
Print

Forbes India Celebrates 16 Years with Landmark Anniversary Issue, Exploring the Power of Disruption

May 27, 2025
0

Mumbai: Forbes India commemorates its 16th anniversary with a special collector’s edition themed ‘Disruption’, spotlighting the transformative forces reshaping India’s...

AUTHOR'S CORNER

Imteyaz Ansari Azmarq
Authors Corner

How AI Handles Product Discovery, Upselling, and Cart Recovery Inside One Conversation Thread

June 11, 2025
0

Nowadays, consumers want more than ease of use—relevance, personalization, and timeliness at every touchpoint. All this can be achieved through...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For editorial queries:
[email protected]
[email protected]

For business queries:
Smitha Sapaliga - +91-98337-15455
[email protected]

Recent News

Gowardhan Ghee partners Sony Marathi for Maharashtra culture celebration

Gowardhan Ghee partners Sony Marathi for Maharashtra culture celebration

June 12, 2025
Amazon and Ogilvy unveil ‘From Everything Store to Everyday Store’ campaign to reflect new Brand Direction

Amazon and Ogilvy unveil ‘From Everything Store to Everyday Store’ campaign to reflect new Brand Direction

June 12, 2025
JBL and Warner Bros. Discovery Global Consumer Products India Announce a Power-Packed Collaboration to Celebrate the Release of DC Studios’ Epic New Film, “Superman”

JBL and Warner Bros. Discovery Global Consumer Products India Announce a Power-Packed Collaboration to Celebrate the Release of DC Studios’ Epic New Film, “Superman”

June 12, 2025

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2024 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
  • Exclusive
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit

Medianews4u.com © 2019 - 2024 All rights reserved.