Kantar has launched three customer journey analysis tools designed to offer consumer packaged goods companies a data driven solution.
The tools are built on Artificial Intelligence / Machine Learning (AI/ML) algorithms and workflows developed in Kantar’s Brand Growth Lab in Singapore. The Lab, an advanced analytics hub, is dedicated to discovering new ways to leverage big data to drive strategic decision-making for business. The three new solutions are all designed to help Consumer Packaged Goods (CPG) brands find sustainable growth in South East Asia.
Discussing the unveiling of the three new solutions, Hernan Sanchez, Managing Director of Kantar’s Brand Growth Lab said, “Each of these three solutions is designed to provide a unique, data-driven overview of the consumer journey with an AI/ML-led approach. These solutions provide customizable decision support systems to assist in the evaluation of marketing strategy effects and the potential yields for brands. We believe that these solutions running on powerful AI-based workflows will enable an increase in marketing productivity across the region, as well as the decision support systems (simulators) will help improve decision making for brands in the complex and dynamic digital economy.”
“With support from Singapore Economic Development Board (EDB), Kantar is developing new capabilities to transform AI by introducing new frameworks, algorithms and computing possibilities that will drive a new wave of innovation in the advanced analytics arena,” said Ms. Yee Mei Chan, Co-Managing Director of Kantar Brand Growth Lab. “We are currently working closely with a number of leading clients keen to transform the way data is used to make decisions and forward plan investments.”