Abstract:

Whether planning for a cookieless future, pondering the role of AI or adapting to a challenging economic environment, uncertainty is the only certainty for marketing leaders. Whatever upheaval they face, the fundamental question that every chief marketing officer (CMO) consistently wants to answer is: ?How do I deliver maximum impact for my brand and my business?? Evermore advanced analytics are opening up a new avenue to informing the decisions that maximise brand growth. Kantar is in a unique position to guide data-centric decision-making, with our access to decades of proprietary attitudinal and shopper data. Understanding how people think and act is a powerful combination?giving us a unique perspective on what influences the choices consumers ultimately make. To evolve and improve the advice we give our clients (98 of the world?s 100 biggest advertisers partner with Kantar) and, quite honestly, unify our own thinking on how brands grow, we undertook a year-long research project, analysing more than 6.5 billion attitudinal and shopper data points from the past decade. This project?unprecedented in Kantar?s history for its scale and ambition?is the evidence base for our ?Blueprint for Brand Growth?, a new quantitative decision-making framework which we launched in May, earlier this year.