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.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.