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Kantar Shopcom, part of Kantar Retail, tracks the purchases of more than 200 million US consumers using data from frequent shopper cards.
By combining that with survey responses, the new panel is designed to show how marketing efforts and changes in brand equity influence sales.
Millward Brown’s CEO Eileen Campbell said: “The size of our combined panel allows even the smallest of brands to truly understand their consumers at a granular level.”
Analyses made using the panel will be used to drive enhancements to the Millward Brown’s brand tracking, copy testing, cross media and digital ad measurement services.
It will also enable the firm to make links between brands, consumer behaviour and media behaviour, by working with TV viewing data from Kantar Media, online behaviour data from Compete and other media panels.
Earlier this year Kantar launched a service combining Shopcom’s data with TV viewing data from set-top boxes – and is now embroiled in a dispute with rival TRA over patents relating to how those data sources are combined.
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