October 21, 2016 — The primary benefit of Nielsen’s new program is that it “shifts the current work model from data management and data alignment to systematic, data-driven decision making,” according to the news release. This is critical for manufacturers that want to collect, analyze and implement insights from big data, but are overwhelmed by the process and how to take action based on their findings. By streamlining the method and eliminating barriers to data sharing, collaboration can be faster and more effective. The possibilities of how manufacturers could utilize this type of CPG shopper data are nearly limitless. Manufacturers can better gauge the effectiveness of marketing campaigns on target audiences, or test sales for new product development and packaging innovations. They can better tailor and personalize trade promotions and merchandising efforts. Or they can prove the ROI of various changes they make to a product, its processing or packaging.