Kantar has launched a new practice, Dx Analytics, focused on the analysis of unstructured data to provide clients with deeper insight, and help them measure and boost their digital marketing performance.
Dx will analyse large datasets such as search engine results, social media conversations and online reviews, complementing its survey offering and strengthening its solutions in search and social research. The group says it has been working for the last year to scale up the boutique model developed by Mavens of London, a digital marketing and analytics consultancy it acquired in March 2020 - its first buy since the 2019 takeover by private equity firm Bain Capital.
Kantar says the launch reflects a fundamental shift in the importance of digital engagement since the start of the Covid-19 pandemic, and that three 'broad questions' relating to this will form the pillars of the new practice:
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.