Kantar, Profitero in eCommerce Analytics Partnership

Kantar has partnered with eCommerce performance analytics firm Profitero to create a suite of services to help clients manage their eCommerce and omnichannel investments.

Through the deal, Kantar's insights and consultancy expertise will be used to help brands identify their most attractive shopper, distribution and category opportunities; while Profitero's item-level data, for Amazon and thousands of other retailers, will help with strategy and planning. Kantar's organizational design capabilities and benchmarking methodology will be combined with Profitero data to help clients 'right-size' their people, processes and systems against the highest-priority opportunities.

The partners will also use Profitero's digital shelf analytics to power Kantar's statistical models and retail management platforms; and manufacturers will be able to test new content and promotion tactics, and measure their impact before scaling them across the full portfolio.

Vol Pigrukh (pictured left), CEO and co-founder of Profitero, said his firm is 'excited' to contribute its data science expertise and artificial intelligence technology to the partnership, to help brands become more efficient with their eCommerce strategies.

Phillip Smiley (right), CEO of Kantar's Consulting Division, adds: 'eCommerce is an area of growth that deserves investment, but brands can't afford to spend without discipline and focus. With our complementary data and expertise, Kantar and Profitero are uniquely positioned to help brands bridge the gap between digital strategy and execution and grow quickly - and efficiently - at the same time'.

Web sites: www.kantar.com and www.profitero.com .