The Nielsen Company -- the New York-based provider of marketing information, audience measurement, and business media products and services -- makes for an interesting master data management case study because of the sheer volume of data it manages and its unique business model.
While the Nielsen name conjures thoughts of sweeps weeks and boxes atop TV sets, Nielsen measures much more than just TV. The company tracks many markets and trends, measuring, analyzing and storing data about all kinds of things -- from supermarket scanner data to music (such as the Billboard Top 100). This means that Nielsen manages massive data stores, which have grown exponentially throughout the years.
So, to better connect and leverage all of that information, Nielsen turned to master data management (MDM), according to Scott Taylor, executive vice president of NielsenLinx. Nielsen then realized it could commercialize a set of related services to help other companies link and manage master data about brand hierarchies, media outlets, retail locations and more. This helped solidify a business case for both an internal MDM project at Nielsen and a new line of business enabled by the MDM program. But even with this kind of business case and top-level support, the team still faces many MDM challenges.
In this 30-minute podcast, appropriate for both business and IT listeners, Taylor provides a detailed case study of Nielsen's master data management project. Listeners will:
- Find out how -- and why -- Nielsen is using MDM to connect and leverage its data.
- Learn the greatest challenges and opportunities the team is facing, get advice, and hear how Nielsen is approaching the project.
- Hear how Taylor, a veteran sales executive, explains MDM, which can potentially give you ideas on how to approach your own MDM project.
- Get more background on why Nielsen is pursuing partnerships and alliances with many technology and service vendors.
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About the speaker: Scott Taylor has spent more than 20 years providing clients with information, promotion and trade solutions. He joined The Nielsen Company in 1994 and is currently driving its external efforts to develop a service in the MDM space -- NielsenLinx. Taylor also led the creation of TDLinx, Nielsen's location master data business. He has been a contributing editor to PROMO magazine and his work has also appeared in Consumer Goods Technology, GMA Forum, Progressive Grocer, Supermarket News, Advertising Age and USA Today. He is a regular participant and speaker at industry conferences, seminars and user groups focusing on data integration, trade promotion, account profitability and retail consolidation. Taylor can be reached via email at scott.taylor@nielsen
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This was first published in August 2008