WPP's Kantar has launched a global analytics practice, bringing together a global network of more than 1500 data scientists, analytics consultants, technologists and data designers from across the business.
The new Kantar Analytics Practice integrates capabilities from across the company including those based on first party data sets, clients' own customer data and a broad range of third party sources. Kantar says combining behavioural and attitudinal data leads to 'actionable customer analysis' to inform every brand, marketing and sales decision. The practice will also include businesses such as modelling specialist MaPS and marketing analytics firm Analytics Quotient, which will be connected with specialist analysts from Kantar's operating brands in sales, retail and shopper, media, health and public affairs.
The offer will span five areas - brand and media ROI, customer analytics, segmentation and activation, innovation analytics, and retail and shopper analytics. CEO Eric Salama (pictured) says of the launch: 'Less than half (44%) of advertisers believe they have the right, actionable data. Clients feel data rich but insights poor and impact short. Kantar is unique in having the most complete view of consumers across the entire demand cycle: the way they live, feel, shop, watch and post. Combining our insights with data from across any client's organisation can unlock deeper insights that fuel growth'.
Web site: www.kantar.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.