Research Note: Procedure for Building Nielsen Ad Intel Data and Merging with Nielsen RMS Scanner Data

12 Pages Posted: 18 Feb 2021

See all articles by Bradley Shapiro

Bradley Shapiro

University of Chicago - Booth School of Business

Günter J. Hitsch

University of Chicago - Booth School of Business

Anna Tuchman

Northwestern - Kellogg

Date Written: December 29, 2020

Abstract

In this document, we detail how to construct the Nielsen Ad Intel Database from the raw source files
provided by the Kilts Center for Marketing at the University of Chicago Booth School of Business.
Further, we detail our procedure for matching the Ad Intel data with the retail scanner data (RMS),
as we do in Shapiro et al. (2020).

Keywords: Advertising, Nielsen, Data, Build

JEL Classification: L00, L15, L81, M31, M37, B41, C55, C52, C81, C18

Suggested Citation

Shapiro, Bradley and Hitsch, Guenter J. and Tuchman, Anna, Research Note: Procedure for Building Nielsen Ad Intel Data and Merging with Nielsen RMS Scanner Data (December 29, 2020). Available at SSRN: https://ssrn.com/abstract=3761483 or http://dx.doi.org/10.2139/ssrn.3761483

Bradley Shapiro (Contact Author)

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

HOME PAGE: http://faculty.chicagobooth.edu/bradley.shapiro/

Guenter J. Hitsch

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

Anna Tuchman

Northwestern - Kellogg ( email )

Kellogg School of Management
2001 Sheridan Rd.
Evanston, IL 60208
United States

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