| Powerful insights for consumer targeting
In today’s world, success is all about understanding and reaching your target shoppers. You have an idea of your key consumer, but how can you really target them without resorting to guesswork?
 Consumer targeting shouldn't be a gamble!
Nielsen Spectra is a revolutionary new service that goes beyond basic demographics to segment, define and target key consumers. Spectra integrates Nielsen’s best-in-market data sources with geo-demographic data to help you match products to consumers to stores and maximise your potential, without the gamble.
Spectra Australia is an integrated marketing and sales tool which provides precise consumer targeting across all facets of the business - brand marketing, sales, category management, and consumer promotions. Spectra leverages Nielsen’s unique capabilities to help clients manage their business and make critical marketing, sales and category management decisions based on their consumers.
Nielsen Spectra allows you to:
• Create strategic objectives based on consumer targets
• Enhance strategy development by executing consumer-centric marketing strategies
• Reduce or redirect consumer marketing expenditures based on your precise consumer target definition
• Improve targeting and sales force effectiveness and efficiencies
• Replicate North American best practices in Australia – share knowledge across borders.
Consumer Segmentation: Bring your consumer to life
Spectra's innovative segmentation platforms use a combination of demographic, consumption and media data to help our clients identify and profile consumers who represent the greatest opportunity for growth. Manufacturers and retailers can then focus spending on the consumer segments most likely to reap higher returns.
Marketing Execution: Turn insights into action
Using trade area methodology, Spectra matches consumer segments to a comprehensive channel database to allow clients to execute sales and merchandising programs at any level of geography, including the store and account level.
Data Integration: Make consumer insights work harder
Spectra links the industry standard in consumption, attitude and media data with Census demographics, and store information through a common segmentation platform. Create more effective sales and marketing strategies by integrating multiple consumer views. Best in class Australian data sources are integrated into Spectra Australia in order to provide a thorough understanding of your consumer’s preferences. Nielsen has integrated our best in market data sources in order to offer you a comprehensive consumer targeting tool.
Data sources
The following best in class data sources can be combined to provide detailed consumer profiles supported by store trading area analyses and embedded mapping functionality.
Demographics
• Australian Bureau of Statistics Census Demographics provides information on Australia’s population covering the nation’s demographic, social and economic characteristics
• Projected 2006 demographics currently available at the Census Collection District (CCD) area level.
Product consumption
• Links Nielsen’s Homescan® consumer panel data to the Spectra Behaviourscape grid
• Incorporates purchasing data for over 3,500 categories, segments, and brands
Consumer and Media Insights*
• Nielsen Panorama provides information on lifestyle activities, attitudinal data, product usage and consumption and media habits.
* Nielsen Panorama data is an optional extra that clients can choose to integrate into their Spectra service.
To find out more about this unique integration tool that is changing the way in which consumer needs are satisfied and how Nielsen Spectra can help you maximise your potential, contact Lyndell Rouzaire (02) 8873 7816 or email lyndell.rouzaire@nielsen.com
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