After tracking connected commerce in eight markets globally, the company will begin measuring online retail sales in the U.S. later this year.
The move could have implications for radio down the road in the areas of advertising effectiveness and return-on-investment research.
Nielsen currently uses consumer product purchase data from Nielsen Catalina Solutions for such studies. Although e-commerce sales will not be part of the Catalina service at first, it is something the measurement behemoth is looking at. “We’re still working through details on the product right now, and while the integration of this data into NCS is not currently in the initial roll-out plan, it’s certainly something we’re exploring,” a Nielsen spokesperson told Inside Radio.
Online sellers continue to disrupt the retail landscape, expanding to include grocery delivery services and consumer-packaged goods. Recent figures released by 1010data showed sales of consumer-packaged goods grew 42% in 2015, outpacing the growth of total e-commerce’s 30% increase, according to Fortune.
Nielsen says its U.S. service will rely on a combination of retail data cooperators, multiple consumer-sourced data sets and demand-related analytics and will track sales for both retailers and manufacturers. Its retail data cooperators cover the pureplay, club, mass, specialty, drug and food sectors. The company says it will analyze consumer purchase receipts received by email and direct consumer reporting to reveal insights into specific product sales and trends at major online retailers.
The new service “marks an important milestone in our mission to create a ‘Total Consumer’ measurement solution that captures our clients’ large mature channels integrated with their growth channels,” Karen Fichuk, president, North America, Nielsen said in a release.