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Enhanced digital effectiveness measurement



Enhanced digital effectiveness measurement

Millward Brown teams up with Kantar Worldpanel to enhance digital effectiveness measurement for advertisers

Combined offer enables brands to track digital campaign impact on brand measures and short-term sales

London – 21 April, 2016 - Millward Brown and Kantar Worldpanel announced today a partnership in the UK to provide an innovative new solution that enables brands to 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).


About Kantar Worldpanel

Kantar Worldpanel is the global expert in shoppers’ behaviour.

Through continuous monitoring, advanced analytics and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts and government organisations globally.

With over 60 years’ experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behaviour into competitive advantage in markets as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others.

For further information, please visit us at

About Millward Brown

Millward Brown is a leading global research agency specialising in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Part of Kantar, WPP’s data investment management division, Millward Brown operates in more than 55 countries. Learn more at

About Kantar

Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at

For further information please contact:

Teresa Horscroft
Eureka Communications
Tel: +44 (0)1420 564346

Halina Bromberg, UK Marketing Director
Millward Brown
Tel: +44 (0)1926 826852

Get in touch


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