Who's Most Likely to Buy Your Brand?†

Nielsen Connect CEO Jon Mandel Aims to Find Out

Advertising Age, August 6, 2008 — When he was one of the industry's top media-buying executives, Jon Mandel needed the equivalent of a rifle to target consumers, but all he had was a bazooka. Now he's gone from pressing the industry for better data to measure the effectiveness of commercials to building the rifle himself. As CEO of Nielsen Connect, he's charged with finding a way to move the industry away from traditional demographic-based media plans in favor of those that more directly influence consumer behavior.

Made to measure

CEO David Calhoun has a simple plan for Nielsen: Make gobs of money and reshape the future of marketing and media.

FORTUNE, March 1, 2008 — Under big blue letters declaring WE ARE NIELSEN, executives of the world's largest measuring company gathered in the ballroom of a resort near Fort Lauderdale for their second annual leadership retreat. Over two days in early January they trumpeted accounts won and targets achieved, and plotted Nielsen's plans for the year ahead, such as expanding its Internet ratings service into China. But a recurring theme was the company's need to improve - and fast - its spotty reputation with the clients that pay millions for its TV ratings data and retail market-share rankings.

Nielsen Looks Beyond TV, and Hits Roadblocks

As television watching has waned as a component of media consumption, Nielsen wants households to let it eavesdrop on its Web surfing and cellphone use.

New York Times, February 26, 2008 — Being part of a “Nielsen household” has long been a point of pride for people whose television habits are monitored by the Nielsen Company. In exchange for token compensation, these viewers know that their personal taste influences Hollywood and Madison Avenue.

But now that Nielsen wants households to let it eavesdrop on many more activities — from Web surfing to cellphone use — how far will people open their doors?

As television watching has waned as a component of media consumption, Nielsen has been trying to retool the way it collects ratings, to keep the figures relevant to the advertisers and media companies that are its clients.