The start of a new year is a popular time in which people and businesses will reflect on what did and did not work in the previous year. For those involved in the consumer packaged goods (CPG) industry, much attention is directed at the holiday shopping season. Whether it is consumables or non-consumables, these brands’ owners want to know not just what consumers are buying but also where.
Recognizing the value of path-to-purchase analytics, in November, Nielsen announced its latest platform: Nielsen Shopper Essentials Suite. The online platform provides clients with a complete and interactive view of shoppers across retail channels and categories, the market research firm says.