The initiative will see Compete’s data on the web surfing behaviour of two million US panellists combined with Cannondale’s ShopperGenetics database, which stores frequent shopper card data from 80 million households.

Kantar CEO Eric Salama (pictured) said: “Consumer recall and brand awareness measures can tell us a lot, but as digital ad budgets grow marketers need a more comprehensive view of the consumer behaviour.”

With the combined data, Kantar hopes to help marketers make “end-to-end connections” to demonstrate the return on investment of online strategies, and to more precisely quantify and analyse consumer purchase habits.

Salama added: “What this partnership does is extend our analysis across the entire consumer lifecycle to deliver a more complete – and insightful – picture of campaign performance and effectiveness.”