Kantar Debuts Customer Journey Analysis Tools in SE Asia

Kantar has launched three sales and marketing tools, designed to offer South East Asia-based consumer packaged goods (CPG) companies a data-driven overview of the consumer journey.

Developed through Kantar's Singapore-based analytics hub - the Brand Growth Lab - the tools use an approach built on artificial intelligence and machine learning (AI/ML) algorithms and workflows. According to the firm, its new 'Brand Growth Accelerator' has been developed to enable users to pinpoint growth opportunities; its 'Demand Forecasting Simulator' integrates multiple data sources and multi-variate models to better estimate future demand; and the company's 'Promotions Simulator' helps clients understand which combinations of offerings will provide the biggest sales uplift.

Hernan Sanchez (pictured), MD of the Brand Growth Lab, comments: 'Each of these three solutions is designed to provide a unique, data-driven overview of the consumer journey with an AI/ML-led approach. We believe that these solutions running on powerful AI-based workflows will enable an increase in marketing productivity across the region, as well as the decision support systems (simulators) will help improve decision making for brands in the complex and dynamic digital economy'.

Web site: www.kantar.com .