Full View Omnichannel Measurement with NielsenIQ’s Kim Cox

The CPG Guys are joined in this episode by Kim Cox, Managing Director for North America eCommerce & Global Snapshots at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. 

Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/kim-cox-nielsen/
Follow NIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NIQ online at: https://nielseniq.com

Here's what we discussed : 

1. Let’s get straight to the point - Could you walk us through your framework of “Full View Measurement”? What does it encompass—and what, if anything, is still a work in progress?
2. How has Full View Measurement evolved over the years, and what makes NIQ’s approach uniquely robust in today’s omnichannel environment?
3. NIQ's Full View™ now includes top-tier coverage across online, club, D2C, social, and quick commerce—with account-level insights. Can you highlight how integrating the largest U.S. club retailer strengthens the overall measurement ecosystem?
4. You’ve emphasized deeper private label performance insights. How are manufacturers leveraging that data to inform product strategy and positioning?
5. With 91% of consumers now shopping both in-store and online, what emerging behavioral trends should brands be paying attention to as they optimize omnichannel approaches?
6. “Digital engagement is no longer a complementary strategy—it’s essential to growth.” With growth in some categories slowing, what strategic pivots should CPG and retail leaders consider over the next few years?
7. Going beyond traditional POS, what next-gen data sources or technologies is NIQ exploring to expand omnichannel signal capture—especially in emerging channels like quick commerce and social commerce?
8. How can Full View and related tools empower sales teams to conduct causal analyses on shopper behavior—like identifying why "casual buyers" aren’t converting or where growth is stalling?
9. Where do you see the biggest opportunity for omnicommerce measurement to evolve over the next 18–24 months? How will it reshape strategic planning for brands and retailers?

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