Marketing data and analytics firm Kantar has appointed Simon Atherley as the new head of its marketing effectiveness practice, which he will lead alongside Kantar Insights managing director Dom Boyd.
Launched a year ago, the practice brings together expertise and data from Kantar’s analytics, media, creative, brand and consulting teams to help businesses better formulate their marketing strategies.
Having first joined the marketing data outfit in 2010, Atherley had previously worked as a marketing effectiveness consultant. In his new role, he will look to provide a comprehensive view of marketing best practice for clients.
“We know from our studies that improving effectiveness is marketers’ number one priority for the year ahead but it’s also a topic that many are still getting to grips with,” Atherley said.
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“Our practice brings together the full wealth of Kantar’s data and expertise to demystify this space and help clients solve their biggest challenges. It’s an exciting time with innovation in AI moving at a rate of knots and our focus will be using technology alongside our people’s expertise and data to drive greater returns for brands.”
As marketing effectiveness lead he will also use AI-driven econometrics and campaign performance tools to advise clients through the planning stages, before supporting with them further monitoring and measurement through their campaigns.
Boyd added: “The outlook for consumer brands is far less bleak than it was one year ago when we launched our marketing effectiveness practice but the challenge of how to make marketing budgets go further and ensure every pound counts remains.
“The shift to a cookie-less environment offers brands a critical window of opportunity to rewire their effectiveness approach, measuring long and short-term marketing spend and improving their commercial impact.
“With Simon at the helm, bringing together the full strength of the Kantar toolkit, our effectiveness practice will equip brands to deliver sustained growth.”
