International news: ACNielsen forms global loyalty marketing unit
By Adnews Staff
ACNielsen of New York has formed a new global loyalty marketing business unit called ACNielsen Loyalty. The unit will use data generated by retailer loyalty programs as the basis for the development of marketing and merchandising programs that will tracked to measure their impact on consumers over time. “ACNielsen Loyalty will combine our information and consumer panel management skills, leading-edge technology and advanced analytical capabilities to help retailers find powerful new consumer insights in their loyalty data and use those insights to accelerate their growth,” said Steven Schmidt, president of ACNielsen. “It also will give manufacturers new insights into category and brand performance and help them work more closely with retailers on highly targeted and effective category management programs.” Tom Markert, currently senior vice-president and chief marketing officer of ACNielsen, has been appointed president and CEO of the new business unit. Laurence Michael, currently senior vice-president of global retailer services marketing, will be managing director.