Getting a clear picture of a campaign’s ROI is one of the fundamental challenges of the industry, which is why MiQ and NielsenIQ have partnered on a potential solution.

This week, the companies launched MiQ Commerce, allowing CPG brands to attribute in-store sales directly to brand marketing activations. According to a release, the solution combines retail sales data with proprietary shopper insights and omnichannel programmatic expertise.

“CPG brands now have access to comprehensive point-of sale modelled data, down to the forward sortation area (FSA) level, enabling them to measure the effectiveness of their brand campaigns in specific geographical areas,” MiQ explained in the statement.

With data aggregated from NielsenIQ from across the digital ecosystem, MiQ Commerce is able to highlight the efficacy of a campaign from multiple sources, Jason Furlano, chief revenue officer at MiQ tells Media in Canada.

“We’re activating the digital components, whether it’s connected TV, YouTube video, programmatic display, anything that is digitally available, including digital out-of-home,” says Furlano. “We’re able to actually showcase that. So if you bought any specific FSA, we can now understand how the media in that specific FSA is helping drive sales up or down.” 

MiQ Commerce chose to partner with NielsenIQ because it follows a similar agnostic approach, whereby both companies do not rely on a single source of data. “They’re the only partner that gives that visibility across the entirety of the landscape,” Furlano says.