Kantar Analytics Signs Deal to Plug Social Media Gap

MrWeb (The Market Research Industry Online)

October 11 2018

Kantar's Analytics Practice has signed a multi-year deal with consumer analytics firm Engagement Labs, to help brands add understanding of word-of-mouth conversations to the incomplete picture offered by social media listening.

Launched in May, Kantar Analytics brings together a global network of more than 1500 data scientists, analytics consultants, technologists and data designers from across the business. According to the company, focusing exclusively on social media mentions has left brands 'deaf' to half of the consumer conversations about their products and services. To address this issue, the partnership will combine analysis of word of mouth conversations with social media data using Engagement Labs' TotalSocial platform. TotalSocial combines social media listening with consumer surveys, to understand how people pass on information and talk about specific brands in their daily lives.

 

Read the full MrWeb article, here.

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