This paper’s insights are based on findings from Kantar.
Kantar’s FMCG panel records the SKU level purchasing of 30,000 demographically representative British households. Shopper behavioural data is transferred to a programmatic platform to provide a target audience based on real purchasing patterns. Cross channel media exposure is mapped back to panellists and campaigns are assessed for shopper response and sales uplift. Through measuring a single shopper’s behaviour before, during and after a campaign the effect of all parts of the marketing mix can be isolated and ROI calculated for specific media elements.
