Migrate your Nielsen Marketing Cloud data

Audiences are the primary organizing object in Nielsen Marketing Cloud. They are built from first-party and third-party data sources and stored as segment definitions with associated metadata. We migrate audience definitions and their membership logic as structured data. Audiences that are actively linked to active campaigns are flagged for re-activation planning in the destination platform.

Consumer Profiles represent the unified view of an individual across devices and data sources. Nielsen builds these using its device graph and third-party data enrichment. We migrate the profile records with their attributes, but enrichment sourced from Nielsen's proprietary panels and third-party providers does not transfer. We preserve all first-party attributes and flag which fields require re-enrichment in the destination.

Campaigns represent activated audience segments sent across marketing channels. We export campaign metadata including name, status, targeting criteria, channel assignments, and scheduling data. Active campaign configurations are migrated as templates or workflow definitions depending on destination compatibility.

Data Sources represent the ingest connections for first-party, second-party, and third-party data. We preserve the source configuration metadata and connection parameters for each registered data source. Third-party data provider integrations are exported as connection records; the actual data ingested from those providers may not be portable due to licensing restrictions.

Reports and analytics exports include pre-built dashboards, custom report definitions, and historical campaign performance metrics. We export the report structure and available data fields. Dashboards referencing Nielsen proprietary metrics or benchmarks require field remapping in the destination BI or analytics tool.

Media Plans define channel strategy, budget allocation, and scheduling for audience activation. We preserve media plan records and their linked audience associations. Cross-platform budget allocation and channel mix data map to destination campaign planning objects but may require structural translation.

Nielsen maintains one of the largest global device graphs covering over 6 billion devices for cross-device identity resolution. This graph is entirely proprietary to Nielsen and cannot be exported or replicated. We do not migrate the device graph itself. We flag records where device graph linkage was the primary identity resolution mechanism so the destination team can plan alternative ID resolution.

Content Assets include creative files, email templates, and messaging content stored within the platform. We export available content assets in bulk via structured file export. Asset metadata, personalization rules, and AMPscript within templates require post-migration review and manual reassembly in the destination CMS or email platform.

User accounts with assigned roles, permissions, and data access scopes can be exported as a user directory. We map Nielsen permission profiles to the destination's role model, noting that granular data permission configurations may not map 1:1 to platforms without a DMP-style permission layer.