Nielsen Partners With JD.Com

Data analytics company Nielsen has formed a strategic alliance with China’s JD.com to launch a multi-touch attribution (MTA) offering in China to help marketers analyze advertising and marketing campaigns across different types of media. As a part of this collaboration, Nielsen & JD.com will jointly market the MTA offering to help clients track consumers full online shopping path and purchase and then leverage the most effective touch points for better engagement with the consumer.

A “first of its kind” solution in China, this joint effort will leverage anonymized data from JD.com’s cloud platform and their 236.5 million active users, along with Nielsen’s digital media monitoring data and analytics expertise. Vishal Bali, managing director of Nielsen China, said, “instead of looking at just that last click before purchase, the Nielsen-JD.com MTA offering allows us to track the full online shopping path and then leverage the most effective touch points for better engagement with the consumer.”