Kilts Center’s Nielsen Data Enabling the Marketing Revolution at Booth
By Liz Oates '13 | november, 2012, Issue 1
There has been a lot of talk about how Chicago Booth is revolutionizing the world of marketing. If you are wondering how, one piece of the puzzle is the Kilts Center for Marketing, now home to three Nielsen datasets: consumer panel data, retail scanner data, and TV advertising data. Through a partnership with the Nielsen Company, the Kilts Center is connecting academic researchers to the most comprehensive consumer and retail scanner data available. Faculty here at Chicago and from other universities around the country are using the data to answer questions such as: "How do consumer buyer habits differ between types of retailers?" and "How has consumer willingness to pay changed over time when markets are volatile?" The availability of these data will enable innovative research in a wide range of fields plus enhance Booth's reputation as the leader in data-driven marketing.
Beyond the academics, many students at Booth will have the opportunity to work with Nielsen databases during their summer internships or full-time roles. At a lunch seminar on Nielsen Scanner data on Monday, November 5, Jeff Schoenfield '13 and Justen Knight '13 walked students through the kind of data marketers and consultants typically use and how. If you end up working for a CPG or consulting firm, you might use Nielsen data to evaluate things like category dynamics, competitive analysis, new product performance and the effectiveness of promotions. Shilpa Gadhok '13 presented a case study of her summer project at Procter & Gamble, where she used Nielsen data to make recommendations for new sales channels to enter. Justen Knight '13 showed how you might use Nielsen data to evaluate a new product, leveraging his summer experience at Kraft.
For students looking for a chance to work with the data, the Nielsen Company limits Booth (and all other universities) to providing student access to Nielsen data only in a classroom setting under the oversight of an approved faculty member. Three Booth courses provide such access to Nielsen data: Data-Driven Marketing, Pricing Strategies, and Data Mining. The Kilts Center is working on other resources and additional ways to educate Booth students about Nielsen data in order to help prepare students for interviews, internships and full-time jobs.