Nessie

Developed by UPA in partnership with Neodata Group, Nessie (Next gEneration System for Strategic Insights Exploitation) is one of the first international system projects for the consortium management of big data at the service of marketing and communication. In particular, Nessie is focused on the creation of a data lake, shared between the participating companies, which provide their data (cookies) to enhance them and using for profiling and delivering ad campaigns.

Nessie was born from the collaboration between some important Italian and multinational brands and the UPA itself, which promoted it and which will guarantee the correct interaction between the various actors. UPA will also have the responsibility to represent the different needs of the companies participating in the project and to stimulate the development, on the new platform, of other common assets.

Eight companies have already joined Nessie: Bolton, Ferrero, Henkel, Nestlé, Perfetti, Piaggio, SixthContinent, Valsoia.

The projects is able to provide a solution to many aspects highly requested by brands on the market:

  • financial and operational transparency;
  • the independent ownership and enhancement of the so-called first-party data (the data of exclusive ownership of the individual companies);
  • the quality of the data collected.

For some of the member companies it is also an opportunity to access, for the first time, DMP (Data Management Platform) functions, with which to activate the audience for profiled advertising, site customization, direct marketing or business intelligence.

The innovative elements of the project

The Nessie project is innovative in many ways.

  • It allows the enhancement of advertising investments not only through physical or digital spaces but also thanks to the opportunities offered by the active management of data and the profiling of consumer behavior, made possible by new technologies.
  • It represents a response to the need to contain the overall budgets of companies, due to the significant synergies in terms of technology and greater efficiencies in terms of internal company structures.
  • It’s one of the first industrial responses to the GDPR, the new privacy regulation, which after promoting cultural evolution and greater accountability among companies, creates the conditions for growth guided by a transparent and proportionate use of the data collected by potential consumers.