MUMBAI: Agency holding company WPP has combined the Analytics teams from its data insight company Kantar and media investment business GroupM in India to form one combined practice to better serve clients.

The action is part of a wider global restructuring that sees the creation of Kantar Analytics Practice, which will bring together a worldwide network of over 1,500 data scientists, analytics consultants, technologists and data designers from each business.

“The new practice addresses the clients’ ask for data-driven transformation for better ROI from marketing investments in the digital era,” said CVL Srinivas, country manager WPP India & CEO GroupM South Asia.

Kantar Analytics Practice will focus on five areas of expertise, including brand and media ROI, customer analytics, innovation analytics (described as “optimising customer-led innovation lifecycle for long-term growth, from spotting new trends before your competitors, to optimising the profitability of your product launches”), and retail and shopper analytics.

In doing so, it “formalises the connected journey with GroupM in bringing data-driven products to the markets like Campaign Watch (for during campaign ROI management) and consulting services on TV audience measurement data,” explained Preeti Reddy, CEO, Kantar South Asia.

“Proprietary assets like SAAS platform ‘Athena’ (built in India) will offer marketers a predictive and near real time opportunity to add up to 20% improvement in ROI from marketing investments including those in e-commerce,” she added.

According to Eric Salama, Kantar CEO, only 44% of advertisers believe they have the right, actionable data. “Clients feel data rich but insights poor and impact short,” he said.

He argued that combining Kantar’s insights, derived from its view of consumers across the entire demand cycle, with data from client organisations “can unlock deeper insights that fuel growth”.

Observers have suggested that WPP could sell Kantar if WPP is broken up following the departure of Sir Martin Sorrell.

Sourced from Kantar; additional content by WARC staff