Nielsen Catalina Solutions Expands Its Dataset

Nielsen Catalina Solutions (NCS), a provider of retail purchase data, has expanded its retailer dataset by 30 percent to exceed 90 million households, sourced from nearly 18,000 stores across all 50 states.

The integration of shopper data from 13 major grocery and drug retailers with 26 store banners enhances purchase-based marketing for CPG categories such as healthcare products, personal beauty, alcohol and tobacco. Additionally, retailers can develop custom marketing programs within their respective trade areas at the manufacturer brand, their own store brand and company level. The latest iteration of NCS's co-mingled dataset is comprised of:

• 120,000 brands and 1.5 million universal product codes (UPCs);
• At least two years of purchase history, which accounts for seasonality and true measurement of sales impact; and
• Daily point-of-sale (POS) systems sourcing

"NCS now has even greater coverage across the CPG/OTC industry channel, which helps us maintain our leadership position in data size, national representation, and quality. This will further enable marketers and advertisers to deepen their understanding of ad investments and provide benefits for retailers, brands, and customers," said Mike Nazzaro CEO of Nielsen Catalina Solutions, in a statement. "It's also critical for marketers to know exactly what data they are using so they can make the most informed decisions about their advertising spending. They can't be shy about asking their providers tough questions about where their data is coming from if they want to have confidence in the end results."

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