WPP Firms Link Digital Ad Sales and Brand Benefits

In the UK, WPP firms Millward Brown and Kantar Worldpanel have partnered to develop a new solution called Sales Insights, which allows clients to evaluate digital marketing campaigns simultaneously on two measures: brand uplift and actual sales.

Sales Insights uses Millward Brown's Brand Lift Insights solution to identify differences in brand attitudes - from awareness through to purchase intent - that can be attributed solely to digital marketing campaigns; and applies the same methodological approach to Kantar Worldpanel's continuous sales panel to measure sales uplift.

Available via Millward Brown, Sales Insights will initially roll out in the UK, where Kantar Worldpanel's shopper panel monitors all FMCG purchasing in 30,000 households. In parallel, Kantar Worldpanel will continue to offer Consumer Mix Model, which evaluates how all elements of the marketing mix (digital and non-digital) work both together and individually, by analysing their impact on purchasing behaviour before, during and after a campaign.

Duncan Southgate, Global Brand Director, Digital, Millward Brown, comments: 'Digital campaigns can deliver for clients in a number of ways, and marketers need the tools to understand where they are delivering and gaps for improvement. This partnership gives brands a clear view of total digital marketing ROI by combining brand and sales insights'.

Web sites: www.millwardbrown.com and www.kantarworldpanel.com .