NielsenIQ, the industry leader in global measurement and data analytics, has announced two e-commerce related key acquisition agreements: Data Impact and Rakuten Intelligence.
These acquisitions will drive significant value to NielsenIQ’s e-commerce and omnichannel measurement solutions and allow the company to revolutionize the consumer and retail measurement industries with a comprehensive view of the online marketplace, from product distribution to sales.
“Measuring e-commerce is a top strategic imperative for NielsenIQ,” said Natalie Williams, Head of North America Measurement Product Leadership, NielsenIQ. “Together we can transform the way we measure e-commerce sales and how fast the shopper journey evolves by delivering powerful machine learning-driven insights to our clients around the world.”
The agreement to acquire Data Impact, a leading e-commerce intelligence player in 40 markets mainly across Europe and the U.S., will supercharge NielsenIQ’s omnichannel service.
The acquisition of Rakuten Intelligence, three years after signing an exclusive agreement to combine Rakuten Intelligence’s largest e-commerce purchase panel in the U.S. with NielsenIQ’s retail sales data, will allow NielsenIQ to deliver their clients an integrated online and offline read, aligned to custom client hierarchies, underpinned by Nielsen’s cloud-based Connect platform. NielsenIQ’s recently launched Omnisales product, which is the first integration derived from this acquisition.
Today e-commerce sales account for 12% of CPG sales in the U.S. and up to 30% of sales in global markets and are estimated to grow at a 15% CAGR through 2025. With significant growth and share from online-focused retailers, it has become more important to understand the total marketplace. Nevertheless, current e-commerce measurement is highly fragmented, with multiple, disparate offerings that do not allow an integrated and consistent view of the total market.
These acquisitions and suite of omnichannel measurement solutions position NielsenIQ to provide retailers and manufacturers with a harmonized, granular, and consistent view across channels, allowing them to anticipate trends, understand, and react faster to consumer needs and expectations.
