Kantar launches Media & Analytics practice and adds two new staff
TORONTO, Oct. 26, 2018 /CNW/ - Kantar Insights Canada, part of WPP's data investment management division, today announced the launch of its Media & Analytics practice, which brings together the firm's Audience Measurement, Digital Measurement, and Analytics capabilities to unlock deeper insights to fuel business growth. The Canadian practice is an addition to the previously announced launch of Kantar's new Analytics practice that has unified a global network of over 1,500 data scientists, analytics consultants, technologists, and data designers from across Kantar businesses such as MaPS and Analytics Quotient.
Scott Megginson, President of Kantar Insights Canada, feels that this will help Kantar to better answer clients' critical business questions. "Research we have conducted with CMOs from around the world clearly showed that the three biggest challenges marketers face are measuring and proving ROI, optimizing media allocation, and understanding omnichannel behaviour. The future of market research will increasingly focus on these areas more than survey data."
To support the growth of the new practice, Kantar has hired experts Lisa Freedman and Hilary Borndahl.
Freedman joins the firm as Director, Digital & Media Research, and assumes responsibility for leading Kantar Insights Canada's Digital Research practice to grow the firm's digital research solutions in the Canadian marketplace.
Freedman's experience includes progressive client-side Digital Advertising Insights roles in the television broadcast industry with Rogers Communications Inc., Scripps Networks Interactive, NBCUniversal, and most recently, Disney-ABC Television Group.
Borndahl joins as Vice President, Analytics, Brand & Marketing ROI, and will take the lead on working across all of Kantar Insights Canada to support an analytics solution strategy and needs related to Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA), and other techniques to drive brand equity and sales. She brings deep expertise in MMM, Media Data, Test and Control Analysis, Price and Promotion analytics, and Audit modelling to build Kantar's Canadian Brand & Marketing ROI division.
Borndahl's previous role was at Nielsen in the Custom Analytics and Marketing Effectiveness practice areas, where she built Canada's first dedicated Marketing Mix team. Prior to Nielsen, she held roles at The Modeling Group, Maritz Research and Hotspex.
The new additions bring expertise that complements Kantar's robust Marketing Sciences practice, which includes segmentation, innovation, and customer analytics.
Mark Wood, Vice President and lead for the Media & Analytics practice in Canada, sees the integration of media and analytics as the future. "We need to maximize the data we have, as it will only become more challenging to collect quality survey data from Canadians, to utilize the sum of the parts to deliver greater insights to clients. Bringing together marketing ROI and digital insights provides clear direction of not only where to spend, but also how to position creative for the maximum impact."
About Kantar:
Kantar is one of the world's leading data, insight, and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, including Kantar Millward Brown and Kantar TNS, provide inspirational insights and business strategies for clients in 100 countries, including Canada.
SOURCE Kantar Canada Inc.
Priscilla Dixon, Marketing Manager, [email protected]
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