Kantar introduces expert group to maximize value of first-party data for advertisers
Kantar, the world’s marketing data and analytics company, has announced the launch of its Global Connected Data Solutions Team within its Profiles division. Directed by Jason Dodge, as the team managing director, these experts will be dedicated to helping advertisers maximise the value of their existing client (first-party) data by weaving in additional insights from Kantar’s Profiles Audience Network of 160M+ panelists and other key data platforms, including StatSocial, Dstillery and InfoSum, to deliver quality, highly-permissioned first-party data for audience segmentation and media activation.
This enables brands to develop more informed audience segmentation and media activation plans, and installed base marketing strategies.
Caroline Frankum, Global Chief Executive Officer, Kantar’s Profiles division: “Our mission is to become the indispensable brand partner for companies worldwide. A critical step to fulfilling that promise is to ensure we go above and beyond to help our clients maximise the value of the data they already have. So, besides our robust audience network and advanced antifraud technology, it made sense to create a team of experts focused on making it easier to connect data assets.”
Kantar’s standards for creating and enriching unrivalled data sets are well-known in the industry – making the company the partner of choice for brands – from insights and modelling to strategy, activation, and measurement.
Kantar’s meaningful data is a result of proprietary tools and techniques for best-in-class, quality survey responses and the integration of Qmee’s advanced machine learning antifraud technology.
