Kantar Firms to Offer Insights into Online Shopping Behavior

Kantar's market research agency Compete and its sales and marketing consultancy Cannondale Associates are combining their data to provide brands with new insight into consumers' shopping behavior, as they move from researching goods online to in-store purchasing.

The move has been designed to help marketers see which digital marketing campaigns are delivering results. Specifically the firms will provide marketers with data on the impact of online activities and media consumption - such as search, ad exposure, sites visited etc - on in-store purchase behavior and brand loyalty.

Behavioral data from Compete's panel of two million US-based Internet users will be merged with Cannondale's ShopperGenetics database, which offers basket-level frequent shopper card data from more than 80 million US households.

'Consumer recall and brand awareness measures can tell us a lot, but, as digital ad budgets grow, marketers need a more comprehensive view of the consumer behavior,' stated Kantar CEO Eric Salama. 'What this partnership does is extend our analysis across the entire consumer lifecycle to deliver a more complete picture of campaign performance and effectiveness.'

This news follows last week's announcement that Nielsen and online targeting firm DataLogix have partnered to enable advertisers to target consumers, based on their lifestyles, on- and offline purchasing habits and media usage.

Web sites: www.kantar.com , www.competeinc.com and www.cannondaleassoc.com .