Millward Brown and Kantar Shopcom Partner to Create the Largest Single Source of Insight Connecting Consumers' Attitudes and Shopping Behavior
November 30, 2011
Millward Brown and Kantar Shopcom today announced a strategic partnership whereby they’ve created the largest single-source panel connecting consumer attitudes and their actual purchase behaviors. As a result, marketers will gain a true 360-degree view of their consumers’ and a deeper understanding of how improvements in brand equity can impact actual business performance.
“Millward Brown and Kantar Shopcom continue to innovate the methods in which our rich data sets can be combined to give our clients the most rigorous look at all aspects of consumer thinking, motivation and behavior,” said Eileen Campbell, Global CEO of Millward Brown. “The size of our combined panel allows even the smallest of brands to truly understand their consumers at a granular level.”
Added Katie Casavant, CEO of Kantar Shopcom, “Kantar Shopcom is delighted to be partnering with Millward Brown on the development and delivery of these truly revolutionary, market-changing innovations.”
Through the solution, which is being launched in the U.S., marketers will be able to:
- Identify how shifts in brand equity result in changes in actual purchase behaviors
- Monetize the outcome of marketing efforts through single source, cross media evaluation
- Understand the contribution of digital advertising to offline sales
- Diagnose the reasons why a brand’s actual sales may not be in line with expectation
These one-of-a-kind analyses will help power enhancements for a number of solutions from Millward Brown and their digital practice Dynamic Logic including brand tracking, copy testing, cross media and digital ad measurement. Additionally, the partnership will enable Millward Brown to make further connections between brand, behavior and media exposure through Shopcom’s linkages to Kantar Media (television viewing), Compete (online behavior) and other media panels.
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