NEWS21 April 2016

Millward Brown partners with Kantar Worldpanel

New business News UK

UK – Millward Brown has teamed up with Kantar Worldpanel to provide a new brand tracking offer to determine the impact of digital campaigns on brand measurement and short-term sales.


The partnership includes Millward Brown’s Brand Lift Insights – identifies differences in brand attitudes from awareness to purchase intent that can be attributed solely to digital marketing campaigns – and introduces Sales Insights which calculates sales uplifts.

Kiri Mitchell, media insights director, Kantar Worldpanel, said: “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. Knowing whether advertising has encouraged buyers to spend more on the brand completes the digital campaign evaluation.”

The new service will be available via Millward Brown and will initially roll out in the UK.