ACNielsen, Spectra Launch Lifestyle Track

ACNielsen U.S. and Spectra Inc., a consumer marketing division of VNU have launched creation Lifestyle Track, a tactical management tool that allows brand managers to assess and improve the performance of consumer-centric marketing plans.

Lifestyle Track bridges the information gap between retail sales tracking and consumer panel data through Spectra’s proprietary Lifestyle/Lifestage Grid. The joint product stems from long-term strategies by both ACNielsen and Spectra to provide clients with actionable consumer insights.

“Marketers have developed brand strategies to target consumer groups, yet have managed their businesses according to a variety of other measures, such as volume within particular geographies and accounts,” said John Larkin, president of Spectra. “By creating the framework for managing brands day-to-day in a strategic consumer context, we’re going to provide a platform for increasing marketing ROI measurably and consistently.”

Lifestyle Track enables managers to enhance the performance of marketing plans by monitoring 19 consumer lifestyle groups, nationally and regionally. For example, a brand manager who has targeted upscale suburban households may ask: Is my marketing plan delivering the expected volume from this lifestyle group? How do these results compare to competition? These insights, derived from Lifestyle Track, will drive better marketing execution.

“This is an important step in our long-term strategy of providing consumer knowledge for action,” said Steve Schmidt, president, ACNielsen U.S. “Marketers need the tools to unlock the wealth of consumer understanding and to consistently increase brand business among targeted groups of consumers.” This new service will be available in the first quarter of 2001.