Kantar acquires Numerator to hone North American insights

Kantar, the global provider of data-based insights into consumer behavior, has announced the acquisition of Numerator, a Chicago-based shopper insight and marketing intelligence platform. Through its worldpanel division, Kantar already gathers consumer insights in more than 45 countries outside the U.S. and Canada. Numerator brings insights from a digital panel of over a million North American consumers. In combination, the datasets will scan the behavior of some five billion consumers worldwide.

Kantar and Numerator apply analytics to purchasing data, the environment surrounding purchases, and consumer sentiment, primarily serving leading FMCG and CPG brands, but also government, finance, hospitality, automotive and other verticals.

Why we care. We spend a lot of time focusing on insights into individual consumers, the personal customer journey and customer journey analytics. This is a reminder that large data sets can be exceptionally valuable in demonstrating broad and significant trends in consumer behavior.

These kinds of aggregated data sets also raise fewer privacy alarms, but probably best serve businesses with very large audiences.