Millward Brown partners Kantar Worldpanel for ad metrics

Millward Brown and Kantar Worldpanel have struck a partnership in the UK to help brands simultaneously evaluate both brand and sales performance delivered by their digital marketing campaigns.

The partnership includes Millward Brown’s Brand Lift Insights solution and introduces Sales Insights, a new joint offer from the two organisations. The combination of best-in-class metrics provides fast-moving consumer goods brands with greater effectiveness insight:

• Brand Lift Insights identifies differences in brand attitudes from awareness through to purchase intent that can be attributed solely to digital marketing campaigns.

• Sales Insights applies the same control-exposed methodological approach to Kantar Worldpanel’s continuous sales panel, allowing sales uplifts to be calculated.

As a result, brands can take greater control of their increasing digital spend and understand effectiveness across both brand and sales metrics.

“Some digital campaigns have a positive impact on driving metrics such as awareness, but may not have quite the same impact when looking at sales,” said Kiri Mitchell, Media Insights Director, Kantar Worldpanel. “Knowing whether advertising has encouraged buyers to spend more on the brand truly completes the digital campaign evaluation.”

Duncan Southgate, Global Brand Director, Digital, Millward Brown, added: “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.”

The new service will be available via Millward Brown and will initially roll out in the UK, where Kantar Worldpanel provides the largest, most comprehensive shopper panel that continuously monitors all FMCG purchasing in 30,000 UK 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 the campaign.

This is the latest in a number of partnerships that Millward Brown has in place, notably its recent collaboration with comScore to provide global tools to assess digital effectiveness by measuring audience delivery, brand impact and consumer behaviour. This new Kantar Worldpanel partnership completes Millward Brown’s ABCS of digital effectiveness portfolio in the UK (where A = Audience Insights, B = Brand Lift Insights, C = Consumer Behaviour Insights and S = the new Sales Insights solution).