Kantar, the largest evidence-based insight and consulting company, announced today that Forrester has included it in in recent reports on customer analytics and marketing measurement solution providers.
The three reports, which are available to Forrester subscribers or for purchase, are titled, “Now Tech: Marketing Measurement and Optimization Solutions, Q2 2021”, “Now Tech: Customer Analytics Service Providers, Q2 2021,” and “The Forrester Tech Tide™: Customer Insights Methods, Q2 2021.”
The Now Tech: Marketing Measurement and Optimization Solutions report helps B2C marketers identify a marketing measurement and optimisation platform that empowers them to understand the business impact of marketing budgets, determine the optimal mix of channels and forecast results of alternative marketing plans for planning and activation. Kantar was included as a “large” marketing measurement and optimisation solution and was listed in the primary functionality segments of unified marketing performance measurement, marketing mix modelling and multitouch attribution.
The Now Tech: Customer Analytics Service Providers report provides customer insights professionals with a detailed list of vendors that they can use to solidify their customer data foundation, build and deploy analytical models, and embed insights into customer experiences. Kantar Analytics was included in the report as a customer analytics service provider, with its primary functionality segment being strategy and engagement generalists.
The Forrester Tech Tide™ report presents an analysis of the maturity and business value of 20 methods that support a CX leader’s insights-driven journey. Kantar was recognised as one of the sample vendors for next-best-experience (NBX) analysis, which “incorporates signals across the customer journey to recommend predictive action (or no action) to deliver the right experience to the right customer at the right time”.
“Being included in Forrester’s industry-leading reports for our marketing measurement and customer analytics offerings is an important recognition of our growth in the advanced analytics over the past two years,” said Dinesh Gopinath, Global Head of Product & Data Strategy at Kantar. “Kantar is world-renowned for our ability to uniquely understand people and inspire growth, and when enabled by our advanced analytics and technology platforms, our clients have the power to gain consumer insights with depth, speed and scale like never before.”