Nielsen, a leading global provider of information and insights into what consumers watch and buy, announced the launch of Omni Channel, a new application that leverages Alibaba and Nielsen data to provide marketers with the first and only combined view into Chinese consumers' online and offline buying behavior.

"Nielsen's comprehensive understanding of consumers married with Alibaba's deep content and e-commerce capabilities create a powerful tool for brands and marketers," said Yan Xuan, president of Nielsen Greater China. "Until now, there has been no way to understand Chinese consumers' online buying behavior together with their offline purchasing habits—i.e., which consumer demographics and geographies are growing online, and how do these compare to consumers' offline purchases? Brands can act on this extensive insight to identify and better understand opportunities to build the right strategies to grow their businesses."

The Omni Channel application enables brands and marketers to benefit from Nielsen and Alibaba's combined data, platforms and insight methods, product category performance intelligence and consumer insights.

"By combining Nielsen and Alibaba's robust information, the business and marketing potential is very compelling," said Yan Xuan. "Our vision is to change how companies can market, sell and compete. We will help companies reach better answers to critical questions about which shoppers to reach, with what products, while optimizing their marketing and sales investments."

Source: Nielsen