Executive Insight

Understanding Market Coverage and Data Integration

Online Advertising Really Moves Offline Product
In the world of e-commerce, manufacturers of consumer package goods have never been sure how often exposure to a product message online translates into a product purchase offline. Since 2002, ACNielsen and Yahoo! have been working together on a measurement tool to assess the correlation between a person’s surfing and shopping habits. This joint effort is called Yahoo! Consumer Direct—powered by ACNielsen.

Surviving Your Media Buys: Executing Marketing Targets in Television
Major network events can grab the attention of tens of millions of viewers. Advertisers play a high stakes game, risking hundreds of thousands of dollars per minute to reach their demographic and push their viewers to the supermarket checkout. This strategy can add up to sizeable sales if the consumers in the audience are your brand’s target consumer. It can add up to a big waste of money if they aren’t.

Low Carb, High Cost: Too Expensive For Those Who Need It Most?
The average one person household spends approximately $59 a week on their groceries. The foods associated with low carb diets, such as Atkins and South Beach, total far more than the weekly dollar average. While much discussion has ensued about the nutritional benefits (and drawbacks) to this type of diet, little has been written about the actual cost of maintaining such a diet plan.

Bringing the Consumer into Category Management: Making an Old Process New Again for Today's Retail Environment
After all the work that goes into a category review, it ultimately only addresses the “average” consumer. When retailers take a more comprehensive approach, sales opportunities begin to present themselves.

Men Help Fuel Growth in Personal Care
In ACNielsen’s latest Executive News Report, What’s Hot Around the Globe—Insights on Growth in Personal Care, consumer purchase information from across the globe was analyzed to identify the latest growth trends in the global Personal Care market. One of the fastest growing trends was the trend of today’s male in improving his personal image.

An Aging Population Translates into Healthy OTC Sales
The aches and pains experienced by the middle-aged middle class are energizing OTC sales across all classes of trade in Canada. To develop a comprehensive look at Canadian consumer health and wellness concerns, ACNielsen combined OTC sales data captured by ACNielsen MarketTrack with the results of HealthCare 2003, the eighth annual ACNielsen study of Canadian consumer health-related attitudes and behavior.

Summary: 2003 Trade Promotion Practices
ACNielsen recently conducted its 13th annual Trade Promotion Practices survey for manufacturers and retailers, uncovering their attitudes and practices toward trade promotion for calendar year 2003. Consistent with years’ past, the study addressed major areas of trade promotion practices including spending, category management and frequent shopper programs.

Trendwatch: Niche or Category? You Be The Judge
When does a group of hot products cross the line and evolve from niche into a full-blown category? Good question. And here are a few more questions that retailers and category managers will need to grapple with when defining categories.