WPP is beefing up its data operations with the launch of the Kantar Analytics Practice, which will bring together a global network of 1,500 data scientists, technologists and designers, to offer clients deeper insight into their customers.
Kantar plans to integrate its first party data with clients’ own customer data and what it describes as a “broad range” of third-party sources, combining behavioural and attitudinal information to produce “actionable customer analysis”.
The practice will focus on five areas of expertise: brand and media ROI; customer analytics; segmentation and activation; innovation analytics; and retail and shopper analytics.
Kantar chief executive Eric Salama (pictured) said: “Less than half (44%) of advertisers believe they have the right, actionable data. Clients feel data rich but insights poor and impact short. Combining our insights with data from across any client’s organisation can unlock deeper insights that fuel growth.”
“Kantar is unique in having the most complete view of consumers across the entire demand cycle: the way they live, feel, shop, watch and post. Combining our insights with data from across any client’s organisation can unlock deeper insights that fuel growth.”
The move comes amid speculation that Kantar is one division of WPP which could be flogged off in the wake of chief executive Sir Martin Sorrell’s exit.
The Financial Times recently reported that private equity firm CVC Capital the ad group had made enquiries about buying Kantar, for about £3.5bn. In 2015, CVC was also linked with a bid for DunnHumby, which was put up for sale by Tesco, although the supermarket eventually abandoned the sell-off.
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