NIELSEN SEGMENTATION & MARKET SOLUTIONS 2016 GUIDE TO TRAINING Copyright 2016 The Nielsen Company. All rights reserved. 1
WHAT S INCLUDED To navigate this guide, simply scroll through the document or click the titles below to jump to each section. NIELSEN SEGMENTATION & MARKET SOLUTIONS COURSE INFORMATION Q1 2016 CLASS SCHEDULE LEARNING PLANS REGISTRATION INFORMATION COURSE DESCRIPTIONS TRAINING BY PACKAGE Copyright 2016 The Nielsen Company. All rights reserved. 2
FIND YOUR MOST PROFITABLE CUSTOMERS AND MARKETS With Nielsen Segmentation & Market Solutions This easy-to-use platform allows you to better understand consumers who are more likely to buy your product or service, and the markets where they live, so you can create more efficient marketing strategies and customized messages to more effectively reach them. WHAT DOES IT DO? Nielsen Segmentation& Market Solutions offers a vast array of online capabilities in one application, which enable you to: Append data to your customer files Perform detailed analysis of consumers and markets Execute successful marketing strategies The easy-to-use interface offers a combination of flexibility and power, allowing you to quickly view, interact, analyze, and share data throughout your organization. For greater insights, the platform also enables you to import your own data/geographies and access our vast network of unique data sources, including: Nielsen Pop-Facts Premier and Advanced Demographics Nielsen TV, Online, and Mobile Profiles Nielsen Business-Facts Nielsen Bank Branch Locations and Nielsen ATM Locations Nielsen Shopping Centers Nielsen Segmentation PRIZM, P$YCLE and ConneXions Traffic counts, cable, and telco auxiliary data and more! The application provides multiple views of your analysis areas and markets with output options that include interactive reports, maps and charts and the ability to exportinto Adobe PDF or Microsoft Excel. GET THE MOST OUT OF YOUR INVESTMENT Get the most out of your investment and take your skills to next level with Nielsen Segmentation & Market Solutions training! Read on for a description of our training offerings and registration information. WATCH OUR VIDEO Check out the Nielsen Segmentation & Market Solutions video on the web. Copyright 2016 The Nielsen Company. All rights reserved. 3
COURSE FORMATS We provide a variety of course formats to meet your learning style and your schedule. SELF-PACED ONLINE TRAINING Our self-paced online courses provide a convenient and always accessible source for training. These 10 15 minute modules offer focused content for you to explore at a time and place that works best for your schedule. Our interactive tutorials will help you apply the skills necessary to use the Segmentation & Market Solutions software application. Our Nielsen U platform provides access to these courses 24/7. Choose from the following: User Interface Analysis Areas Amoeba Analysis Areas Consumer Analysis Dashboard Creating Custom Profiles Demographic Reports File Enhancement Interactive Map Location Manager Template Builder Thematic Maps VIRTUAL INSTRUCTOR-LED TRAINING (ILT) Our virtual instructor-led training courses provide the best of both worlds: you can receive training and interact with Nielsen s expert instructors without ever having to leave your desk! These courses (most are 1 hour) feature demonstrations, group discussions, exercises, and Q&A. Our instructor-led training sessions are conducted using virtual meeting software tools. Once you enroll in a session using our Nielsen U platform, you will receive login information to join the virtual classroom session. Getting Started with SMS Working with Standard Reports Understanding Report Measures Working with Template Builder Working with Locations and Point-Level Data Completing a Trade Area Analysis Using the Interactive Map Intro to Segmentation Theory How to Understand, Find, and Activate your Customers Using the Consumer Analysis Dashboard Using Target Groups to Define your Customers Using Custom Profiles to Understand your Customers Working with the Crosstab Builder COURSE DESCRIPTIONS To view details, click the course title to navigate to the Course Descriptions section of this guide. Copyright 2016 The Nielsen Company. All rights reserved. 4
INSTRUCTOR-LED TRAINING SCHEDULE Q1 2016 GETTING STARTED WITH SMS Wednesday, February 03 2:00 PM - 3:00 PM Eastern Wednesday, February 24 Wednesday, March 16 2:00 PM - 3:00 PM Eastern 2:00 PM - 3:00 PM Eastern WORKING WITH STANDARD REPORTS Thursday, March 24 2:00 PM - 3:00 PM Eastern UNDERSTANDING REPORT MEASURES Thursday, January 21 2:00 PM - 3:00 PM Eastern WORKING WITH TEMPLATE BUILDER Wednesday, January 20 2:00 PM - 3:00 PM Eastern WORKING WITH LOCATIONS AND POINT-LEVEL DATA Thursday, February 18 2:00 PM - 3:00 PM Eastern COMPLETING A TRADE AREA ANALYSIS Thursday, March 17 2:00 PM - 3:00 PM Eastern USING THE INTERACTIVE MAP Thursday, February 04 2:00 PM - 3:30 PM Eastern Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 5
Q1 2016 SCHEDULE (CONTINUED) INTRO TO SEGMENTATION THEORY Wednesday, February 10 2:00 PM - 4:00 PM Eastern Wednesday, March 23 2:00 PM - 4:00 PM Eastern HOW TO UNDERSTAND, FIND, & ACTIVATE YOUR CUSTOMERS Wednesday, January 27 2:00 PM - 3:00 PM Eastern USING THE CONSUMER ANALYSIS DASHBOARD Wednesday, March 02 2:00 PM - 3:00 PM Eastern USING TARGET GROUPS TO DEFINE YOUR CUSTOMERS Wednesday, March 09 2:00 PM - 3:00 PM Eastern USING CUSTOM PROFILES TO UNDERSTAND YOUR CUSTOMERS Wednesday, February 17 2:00 PM - 3:00 PM Eastern WORKING WITH THE CROSSTAB BUILDER Thursday, January 14 2:00 PM - 3:00 PM Eastern Thursday, March 03 2:00 PM - 3:00 PM Eastern Copyright 2016 The Nielsen Company. All rights reserved. 6
LEARNING PLANS Copyright 2016 The Nielsen Company. All rights reserved. 7
HAVE WE GOT A PLAN FOR YOU We have a wide variety of courses to choose from but how do you know which offerings are right for you? Choose your learning plan based on the Segmentation & Market Solutions package you license. Foundational Courses provide an introduction to the essential features and functions of the application. Beyond the Basics provide the next level of training to help you increase your effectiveness using the tool. Insights Package Course Title Quick Market/ Advanced Consumer Market/Location Complete File Enhancement Foundational Courses Getting Started with SMS User Interface* Intro to Segmentation Theory Understand, Find, and Activate your Customers Analysis Areas* Working with Locations and Point-Level Data Working with Standard Reports Demographic Reports* Understanding Report Measures Interactive Map* Using the Interactive Map Location Manager* * Indicates self-paced online training Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 8
Insights Package Course Title Quick Market/ Advanced Consumer Market/Location Complete File Enhancement Beyond the Basics Amoeba Analysis Areas* Template Builder* Working with Template Builder Completing a Trade Area Analysis Consumer Analysis Dashboard* Using the Consumer Analysis Dashboard Creating Custom Profiles* Using Custom Profiles Using Target Groups to Define your Customers File Enhancement* Thematic Maps* Working with the Crosstab Builder * Indicates self-paced online training TRAINING BY PACKAGE For a checklist of courses for your specific package click the package name in the table above. Copyright 2016 The Nielsen Company. All rights reserved. 9
REGISTRATION INFORMATION Copyright 2016 The Nielsen Company. All rights reserved. 10
NIELSEN U As a Nielsen Segmentation & Market Solutions (SMS) user Nielsen U is your online portal for training. Nielsen U is the delivery platform for our online self-paced learning, as well as the place to register for virtual instructor-led training. Nielsen U is available to SMS users through the Nielsen Answers portal and is an easy way to access available training. This enhanced site offers many benefits including: Contemporary look and feel Improved navigation and search functionality Personal learning calendar showing scheduled training Easy access to training in progress and competed training history Online help ONE STOP SHOPPING Nielsen U provides easy access to all your SMS training options. Copyright 2016 The Nielsen Company. All rights reserved. 11
LOGGING IN TO NIELSEN U Using your SMS credentials, log on to the Nielsen Answers portal. Once you re logged in, select the Learning Tools menu, and then choose Nielsen U to visit the site. To locate the courses described in this guide, on the home page of Nielsen U, select the Catalog tile. Then choose either Self-Paced Online or Instructor-Led Courses from the Segmentation & Market Solutions catalog. QUESTIONS? Please contact your Nielsen account representative or Nielsen Consumer Activation Training. Copyright 2016 The Nielsen Company. All rights reserved. 12
REGISTRATION INFORMATION SELF-PACED ONLINE COURSES To begin one of our self-paced online courses, locate the title you want, and then click Start: These courses are available on-demand, and you can use them as often as you wish. VIRTUAL INSTRUCTOR-LED COURSES To register for an upcoming session of a virtual instructor-led course, located the title you want, and then click Register: The system will prompt you to select the specific session you want. Please note that the self-registration deadline for all ILT sessions is 48 hours prior to the session start time. To request registration after the deadline has passed, please contact your Nielsen account representative or Nielsen Consumer Activation Training. Prior the scheduled start date of your selected session, you will receive an email from one of our instructors containing the virtual meeting login information. Schedule Changes and Cancellations On occasion, it is necessary to reschedule or cancel an instructor-led session. In the event this occurs, students will be notified by phone and/or email as soon as possible prior to the scheduled start of the session. If your plans change, and you are no longer able to attend a session for which you registered, please cancel your registration no later than 24 hours prior to the scheduled start of the session. Enrolled students who do not cancel prior to the session will be marked as a No Show for that session. Cancellations can be done through Nielsen U. Copyright 2016 The Nielsen Company. All rights reserved. 13
COURSE DESCRIPTIONS Copyright 2016 The Nielsen Company. All rights reserved. 14
COURSE DESCRIPTIONS SELF-PACED ONLINE COURSES USER INTERFACE This tutorial will introduce you to the Segmentation & Market Solutions user interface, and teach you how to navigate the system. In this course you will learn to: Use the Main Menu Navigate the My Content screen Navigate the Create Content screen Prerequisite: None ANALYSIS AREAS Using the Analysis Area creation tool, you can define and analyze an area around a specific geographic location or point. This tutorial will show you how to how to create analysis areas in the Nielsen Segmentation & Market Solutions software. In this course you will learn to create analysis areas based on: Specific points and/or geographies Interactive maps Prerequisite: User Interface AMOEBA ANALYSIS AREAS Amoeba analysis areas allow you to create custom polygons around locations using your customer data. This tutorial will show you how to how to create amoeba analysis areas in the Nielsen Segmentation & Market Solutions software. In this course you will learn to: Link your location and customer data files Create an amoeba analysis area Prerequisite: User Interface DEMOGRAPHIC REPORTS Creating reports is an integral step to analyzing your customers and markets. This tutorial will show you how to how to create demographic reports in the Nielsen Segmentation & Market Solutions software. In this course you will learn to: Single Pop-Facts Demographics report Batch Pop-Facts Demographics report Prerequisite: User Interface Copyright 2016 The Nielsen Company. All rights reserved. 15
SELF-PACED ONLINE COURSES (CONTINUED) TEMPLATE BUILDER The Nielsen Segmentation & Market Solutions Template Builder allows you to create a report template, which can be used multiple times for various analysis areas. This tutorial will show you how to create custom reports using the Template Builder. In this course you will learn to: Create a custom template Add a chart, graphs, and maps to your template Prerequisite: User Interface INTERACTIVE MAP The Nielsen Segmentation & Market Solutions Interactive Map allows users to create analysis areas around locations, standard geographies, or create hand drawn polygons. In addition, you can overlay a theme on the Interactive Map using Nielsen data and segmentation systems. In this course you will learn to: Use the search tool Create an Analysis Area Launch a report Change map styles including base maps, road view, aerial view, bird's eye view, and corner map Add and show layers Export a map to PDF Prerequisite: User Interface THEMATIC MAPS Thematic maps allow you to visually show data on a map for any standard or custom geography. By creating themes, you can see your data in a meaningful graphic context. This tutorial will show you how to work with the thematic maps in the Nielsen Segmentation & Market Solutions software. In this course you will learn to create a: Color Range thematic Point Range thematic Point Graduated thematic Point Individual thematic Point Hot Spot thematic Point Heat Map thematic Prerequisite: User Interface, Interactive Map Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 16
SELF-PACED ONLINE COURSES (CONTINUED) LOCATION MANAGER This tutorial will show you how to import client locations and work with syndicated locations in the Nielsen Segmentation & Market Solutions software. In this course you will learn to: Import location data Append location files Use syndicated data Prerequisite: User Interface CONSUMER ANALYSIS DASHBOARD The Nielsen Segmentation & Market Solutions Consumer Analysis Dashboard helps you to efficiently refine your marketing strategy. Dashboard results help you understand the penetration and concentration of targets and the potential of products. This tutorial will show you how to use the Consumer Analysis Dashboard. In this course you will learn to: Select a target group Select a profile(s) Select an analysis area Interpret the dashboard data Prerequisite: User Interface FILE ENHANCEMENT This tutorial will show you how to enhance your consumer file with consumer segments and/or geographic information in the Nielsen Segmentation & Market Solutions software. In this course you will learn to: Manually enter and enhance a single address Manually enter and enhance multiple addresses Upload and enhance multiple files Prerequisite: User Interface CREATING CUSTOM PROFILES Profiles provide a view of your product or service by consumer segment. With a profile, you can determine which segments are most likely to use your product or service and which segments make up the largest portion of your market. This tutorial will show you how to create custom profiles using your own client data. In this course you will learn to: Import a profile Create a profile list Create a custom profile Prerequisite: User Interface Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 17
VIRTUAL INSTRUCTOR-LED COURSES GETTING STARTED WITH SMS This webinar will familiarize clients with the basic tools and navigation of the Segmentation & Market Solutions (SMS) application. Topics covered include: Consumer Insights tools Market and Location Insights tools Fundamental workflow of SMS Basic navigation of the SMS application Prerequisite: None WORKING WITH STANDARD REPORTS This webinar will discuss how to create standard reports in SMS. Topics covered include: Selecting report prompts Using the Interactive Report features Prerequisite: User Interface and/or Getting Started with SMS UNDERSTANDING REPORT MEASURES This webinar will cover how to define and interpret the various report measures found in SMS reports. Measures covered include: base count, %composition, %penetration, and index. Prerequisite: Working with Standard Reports WORKING WITH TEMPLATE BUILDER The Nielsen Segmentation & Market Solutions Template Builder allows you to create a report template, which can be used multiple times for various analysis areas. This webinar will discuss how to create custom reports using the Template Builder. Topics covered include: Template Builder layout Adding tables and maps to a template Using a saved template in a report Prerequisite: User Interface and/or Getting Started with SMS Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 18
VIRTUAL INSTRUCTOR-LED COURSES (CONTINUED) WORKING WITH LOCATIONS AND POINT-LEVEL DATA This webinar will introduce clients to working with locations in SMS. Topics covered include: Importing custom locations Working with syndicated point-level data Filtering location datasets Prerequisite: User Interface and/or Getting Started with SMS COMPLETING A TRADE AREA ANALYSIS This webinar will walk through the process of using your business locations in SMS to better understand your marketplace. Topics covered include: Importing custom locations Creating trade areas around your locations Using these locations in a report and viewing on a map Prerequisite: User Interface and/or Getting Started with SMS USING THE INTERACTIVE MAP The Nielsen Segmentation & Market Solutions Interactive Map allows users to create analysis areas around locations, standard geographies, or create hand drawn polygons. In addition, you can overlay a theme on the Interactive Map using Nielsen data and segmentation systems. This webinar will familiarize clients with the SMS interactive map. Topics covered include: Using Layer Control Creating themes Searching for addresses and areas Prerequisite: User Interface and/or Getting Started with SMS Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 19
VIRTUAL INSTRUCTOR-LED COURSES (CONTINUED) INTRO TO SEGMENTATION THEORY Segmentation is used across many industries as a tool to gain consumer insights. In this course, you'll be introduced to basic segmentation theory and discover how Nielsen combines the best features of many different segmentation approaches to create our industry leading PRIZM, P$YCLE, and ConneXions systems. You will also learn application of Segmentation theory; or more specifically how Nielsen Segmentation can help you Understand, Find, and Activate your best customers. This class will conclude with a look at the interpretation of segmentation profiles in a syndicated segmentation system; and an introduction to grouping segments into target groups to best fit your marketing goals. Please note: this is a theory course not software training. Prerequisite: None HOW TO UNDERSTAND, FIND, AND ACTIVATE YOUR CUSTOMERS USING SMS This webinar will familiarize clients with how to use SMS to gain insight into their customer base. Topics covered include: Determining which report to run to better Understand, Find, or Activate your Customer Selecting report inputs Interpreting report output Prerequisite: Intro to Segmentation Theory USING THE CONSUMER ANALYSIS DASHBOARD This webinar will discuss how to use the SMS Consumer Analysis Dashboard to enhance your consumer insight analyses. Topics covered include: Selecting inputs for the Dashboard Understanding the Dashboard elements Prerequisite: How to Understand, Find, and Activate Your Customers Continued on next page Copyright 2016 The Nielsen Company. All rights reserved. 20
VIRTUAL INSTRUCTOR-LED COURSES (CONTINUED) USING TARGET GROUPS TO DEFINE YOUR CUSTOMERS This webinar will discuss how target groups can be used to better understand your customers. Topics covered include: Working with the Target Group creation tool Using report output to define Target Groups Using Target Groups in SMS reports Prerequisite: How to Understand, Find, and Activate Your Customers USING CUSTOM PROFILES TO UNDERSTAND YOUR CUSTOMERS This webinar will discuss how to turn your customer address file into a custom profile. Custom profiles allow you to better understand who your customers. Topics covered include: Appending segmentation codes to a customer address file Creating a custom profile Using a custom profile in reports Prerequisite: Intro to Segmentation Theory, User Interface and/or Getting Started with SMS WORKING WITH THE CROSSTAB BUILDER This webinar will demonstrate how to use the SMS Crosstab Builder. This tool allows clients who license one or more of Nielsen s proprietary syndicated research databases (Nielsen Financial Track, Insurance Track, Energy Behavior Track, and Technology Behavior Track) to create crosstab results. Topics covered include: Basic Crosstab Builder navigation A case study showing specific examples of the creation and interpretation of crosstab results using the Energy Behavior Track data Prerequisite: User Interface and/or Getting Started with SMS Copyright 2016 The Nielsen Company. All rights reserved. 21
TRAINING BY PACKAGE Copyright 2016 The Nielsen Company. All rights reserved. 22
QUICK MARKET/ADVANCED INSIGHTS COURSES The following courses are available for Quick Market/Advanced Insights users. Foundational Courses User Interface* Analysis Areas* Demographic Reports* * Indicates self-paced online training COURSE DESCRIPTIONS To view details, click the course title to navigate to the Course Descriptions section of this guide. Copyright 2016 The Nielsen Company. All rights reserved. 23
CONSUMER INSIGHTS COURSES The following courses are available for Consumer Insights users. Foundational Courses Getting Started with SMS User Interface* Intro to Segmentation Theory How to Understand, Find, and Activate your Customers Analysis Areas* Working with Standard Reports Understanding Report Measures Beyond the Basics Template Builder* Working with Template Builder Consumer Analysis Dashboard* Using the Consumer Analysis Dashboard Creating Custom Profiles* Using Custom Profiles to Understand your Customers Using Target Groups to Define your Customers File Enhancement* * Indicates self-paced online training COURSE DESCRIPTIONS To view details, click the course title to navigate to the Course Descriptions section of this guide. Copyright 2016 The Nielsen Company. All rights reserved. 24
MARKET/LOCATION INSIGHTS COURSES The following courses are available for Market/Location Insights users. Foundational Courses Getting Started with SMS User Interface* Analysis Areas* Working with Locations and Point-Level Data Working with Standard Reports Demographic Reports* Understanding Report Measures Interactive Map* Location Manager* Beyond the Basics Amoeba Analysis Areas* Template Builder* Working with Template Builder Completing a Trade Area Analysis File Enhancement* Thematic Maps* Working with the Crosstab Builder * Indicates self-paced online training COURSE DESCRIPTIONS To view details, click the course title to navigate to the Course Descriptions section of this guide. Copyright 2016 The Nielsen Company. All rights reserved. 25
COMPLETE INSIGHTS COURSES The following courses are available for Complete Insights users. Foundational Courses Getting Started with SMS User Interface* Intro to Segmentation Theory How to Understand, Find, and Activate your Customers Analysis Areas* Working with Locations and Point-Level Data Working with Standard Reports Demographic Reports* Understanding Report Measures Interactive Map* Using the Interactive Map Location Manager* Beyond the Basics Amoeba Analysis Areas* Template Builder* Working with Template Builder Completing a Trade Area Analysis Consumer Analysis Dashboard* Using the Consumer Analysis Dashboard Creating Custom Profiles* Using Custom Profiles to Understand your Customers Using Target Groups to Define your Customers File Enhancement* Thematic Maps* Working with the Crosstab Builder * Indicates self-paced online training COURSE DESCRIPTIONS To view details, click the course title to navigate to the Course Descriptions section of this guide. Copyright 2016 The Nielsen Company. All rights reserved. 26
FILE ENHANCEMENT COURSES The following courses are available for File Enhancement users. Beyond the Basics File Enhancement* * Indicates self-paced online training COURSE DESCRIPTIONS To view details, click the course title to navigate to the Course Descriptions section of this guide. Copyright 2016 The Nielsen Company. All rights reserved. 27
About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.