Kantar, the UK’s largest evidence-based insight and consulting company, is launching a set of new Digital (Dx) Analytics solutions, to help brands use unstructured data to get deeper insight, and to measure and boost their digital marketing performance. The announcement reflects a fundamental shift in the importance of digital engagement since the start of the coronavirus pandemic.
Daniel Singer, Managing Director, Analytics UK&I at Kantar, said: “Digital innovation is a critical priority for many brands and businesses as people have rapidly shifted their behaviour online in the past year. Understanding these changes and navigating the resulting economic disruption is key to creating commercial success, and the launch of Dx Analytics is how Kantar can help our partners achieve that.”
Through Dx Analytics solutions, Kantar can analyse large datasets like search engine results, social media conversations, and online reviews, to help brands understand what consumers think and how their digital marketing is cutting through. This will complement Kantar’s existing survey-led offers as well as significantly strengthening the company’s solutions in search and social research. The launch represents the conclusion of over a year of work since Kantar acquired Mavens of London, a digital marketing and analytics consultancy, in March 2020, scaling up Mavens’ boutique model to Kantar’s large resource and client base.
Dx Analytics will focus on helping brands answer three broad questions about navigating the post-COVID marketplace and beyond: Future Proofing – how to use digital data to identify, evaluate, rank and predict trends for any given category; Brand Blueprint – how to better understand consumer behaviours, identify audiences, and make the most of them in the online and offline space; and Digital Mastery – how to measure digital marketing effectiveness and improve the performance of online assets.
Daniel Singer continues: “If we ever wanted to demonstrate why a digital engagement strategy is so important, the pandemic gives us an immediate and first-hand example. By combining Mavens’ deep digital expertise and Kantar’s robust understanding of brands and people, we can access a range of new insights that will help our clients steer their way through this fast-changing landscape.”
The Dx Analytics solution will be officially launched with three webinar sessions and a live panel discussion (with Shell, Philips, Cereal Partners Worldwide and Unilever) on 7 April. For more information, visit the event website.