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Master data management gets high ratings from Nielsen (case study)

Nielsen's huge databases of ratings and marketing information mean master data management challenges, but the project promises profits from commercializing a service. (case study)

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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Master data management gets high ratings from Nielsen (case study)

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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

More master data management case studies and advice:

Nationwide Insurance implements master data management program: Nationwide Insurance shares master data management (MDM) best practices in this case study podcast and provides architectural diagrams on the podcast download page.

Master data management deployment experiences inspire MDM user group: During a successful customer data integration and master data management project at R.R. Donnelley, senior architect Scott Lee helped form an international MDM user group. Hear more about this CDI and MDM case study in this podcast -- and get more information (including a link) to the user group right on the podcast download page.

Customer data integration tool's fuzzy search helps clear up call center confusion: Redundant customer data was costing Corporate Express time and money. Fuzzy search capabilities helped solve the problem.

Master data management trends, problems revealed at TDWI event:: TDWI's master data management event revealed adoption trends -- and a key MDM implementation task that early adopters say can take more time and money than expected.

Three master data management trends: Learn three master data management (MDM) trends that could affect your MDM strategy and implementation, according to MDM expert Jill Dyche.

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