Where Nielsen Online is heading

I’m at the Nielsen Online CGM Summit 2007.  Jonathan Carson and Manish Bhatia kicked off the day talking about the past and present of their businesses with a peek at the future.  10 days ago Nielsen announced the launch of Nielsen Online, combining Buzzmetrics and NetRatings.

No mention of new products and in the near term the focus will be on international expansion, i.e. 15 countries.  However, it’s clear to me that, while online is justifiably capturing everyone’s attention today, the opportunity integration with offline.  Manish mentioned two key foci for the business:  cross-media behavior and ROI of online-offline behavior.  Credit for taking a consumer-centric approach here.

When you think about the family tree of related measurement:  TV ratings, ACNielsen, Claritas, Monitor-Plus, Telephia (mobile), homescan – there’s huge potential.  Like a measurement death star.  But making it work hinges not only Nielsen’s own product development, but process overhaul for the entire advertising industry.