Kantar makes Mark Standley managing director of analytics practice

World skilled providers agency Kantar has appointed Mark Standley as managing director of its UK analytics apply. He’ll now advise purchasers on advertising and marketing effectiveness, model positioning and wider technique.   

Talking on the challenges Standley will face, Amy Cashman, govt managing director of Kantar’s insights division for the UK and Eire, commented, “The world is swimming in knowledge and our purchasers need assist to chop by means of the noise to make higher, knowledgeable selections for his or her manufacturers – and with international financial, political and social occasions evolving at such tempo, they need this assist rapidly too.”

Kantar Group is a British skilled providers agency which has been serving purchasers since 1992. It has greater than 30,000 workers working in 100 nations, having gained independence from design big WPP in 2019. The agency’s UK analytics apply works with purchasers to make sense of huge datasets, combining this perception with Kantar’s personal proprietary knowledge, to advise purchasers on advertising and marketing effectiveness, model positioning and wider technique. The apply additionally helps purchasers engineer their very own knowledge to attach knowledge sources and maximise the worth of the insights they provide.

Standley joined Kantar in 2009, and was beforehand head of innovation on the enterprise. Trying forward, he’ll now oversee the analytics apply’s ongoing development and growth, together with its funding in AI. Kantar acquired the Hamilton AI platform in 2022 – the ability behind its new Unified Advertising and marketing Measurement and Optimisation (UMMO) software.

UMMO permits entrepreneurs to optimise their media budgets in near actual time, making certain the appropriate funding methods to steadiness long-term model constructing with driving gross sales within the brief time period. Standley’s emphasis will probably be on utilizing expertise like this to hurry up evaluation whereas drawing on the data of Kantar’s specialists to assist purchasers perceive how they need to act on findings.

Standley concluded, “With Mark on the helm, our analytics apply is completely primed to assist companies as they navigate this turbulence, utilizing cutting-edge expertise and our groups’ experience to get to the center of what actually issues to us as shoppers.”