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UK Insights

Brands are missing half of the conversations that matter

Kirsty Cooke

Head of Digital Content, UK

Brands 09.10.2018 / 14:00

kantar analytics conversation chat phones

Kantar Analytics Practice has launched an innovative partnership with Engagement Labs to help brands understand their online and offline impact.

Focusing exclusively on social media mentions has left brands deaf to half of consumer conversations about their products and services, according to Kantar.  Although social media has been ground-breaking in changing the way customers review and recommend brands, offline conversation is still the principal channel for sharing both positive and negative experiences.    

To bridge the gap, Kantar’s Analytics Practice has signed a multi-year deal with consumer analytics firm Engagement Labs to help brands build a holistic picture of how they are perceived.  The new partnership will combine analysis of everyday ‘word of mouth’ conversations with social media data, using Engagement Labs’ TotalSocial platform.  TotalSocial combines social listening – the analysis of public posts and shares on social media and blogs – with consumer surveys to understand how people pass on information and talk about specific brands in their daily lives.  

Drawing on this all-encompassing picture of consumer conversations, Kantar Analytics Practice will use its marketing and campaign insights capabilities, coupled with its award-winning AI toolkit (known as STAN), to help brands understand how to best maximise the impact of their marketing spend. This is the first tool of its kind to be used in the UK and will provide Kantar Analytics Practice with exclusive access to insight on 350 of the country’s biggest brands, across markets including FMCG, finance and telecommunications. 

The partnership with Engagement Labs is Kantar’s latest investment in advanced analytics, following the launch of Kantar Analytics Practice in June this year, its new Advanced Analytics Labs in Singapore, and its recent partnership with Alibaba in China. 

Matt Dodd, Managing Partner of Kantar’s Analytics Practice in the UK, commented: “I have long been impressed with the innovative work from the Engagement Labs team, and find TotalSocial to be the best solution to incorporate Kantar Analytics’ toolkit. I’m excited to be working with Engagement Labs on behalf of Kantar and its clients. It’s important for businesses to understand how they are discussed and represented online but we shouldn’t be blind to other data sources. Good performance online doesn’t mean that your product is the one being talked about around the kitchen table. Depending on your brand, the conversation between friends over a cup of tea could have a much greater impact on customer retention, loyalty and new sales than a photo shared on Instagram. Brands need to build a complete picture and this partnership will help our clients to integrate both their online and word of mouth strategies.”  

Ed Keller, Chief Executive Officer at Engagement Labs, said:“We’re excited to be partnering with Kantar Analytics Practice, combining the power of our TotalSocial platform with Kantar Analytics’ in-depth understanding of consumers and data insight capabilities.

“Our experience has shown us that social media data is one part of how a brand is perceived. Online conversations sometimes mirror offline ones but it’s not always so straightforward. What motivates people to talk on social media is often quite distinct from what motivates them to talk to friends or family in the real world. Each contributes to business outcomes, but they do so through different channels. And understanding how they work together to propel business success is imperative.

“Working with Kantar Analytics Practice, we will help brands in the UK to better understand how they can best grow their share of conversation both online and offline to achieve their commercial goals.” 

Source : Kantar

Editor's Notes

About Kantar’s Analytics Practice

Kantar Analytics Practice brings together a global network of over 1,500 data scientists, analytics consultants, technologists and data designers from across Kantar.  The practice integrates Kantar’s unique consumer insights, based on the world’s largest first party data sets, with clients’ own customer data and a broad range of third party sources.  By combining behavioural and attitudinal data, the outcome is actionable customer analysis to inform every brand, marketing and sales decision.

For further information, please visit us at

About Engagement Labs

Engagement Labs (TSXV: EL) (OTCQB: ELBSF) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence to reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients.

Engagement Labs was founded in 2008 by Ed Keller and Brad Fay, two of the most recognised names in word of mouth marketing and co-authors of The Face to Face Book, which was named the 2013 Best Book in Marketing by the American Marketing Association.

About TotalSocial®

TotalSocial® is a premier data and analytics platform that provides brands with unique insights, improved marketing ROI and strategies to grow revenue. Fueled by actionable online and offline data, TotalSocial is the only platform that encompasses and listens to the entire social ecosystem. TotalSocial offers unique, proprietary data about brands, its industry and competitors. With cutting-edge diagnostics, patent-pending predictive analytics and machine learning, TotalSocial identifies business opportunities and provides recommendations and a roadmap to grow revenue and achieve business and marketing goals.


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