Kantar Worldpanel: Putting the Power in the Hands of the Business
Kantar Worldpanel is the global expert in shoppers’ behaviour.
Through continuous monitoring, advanced analytics and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts and government organisations globally.
With over 60 years’ experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behaviour into competitive advantage in markets as diverse as FMCG*, impulse products, fashion, baby, telecommunications and entertainment, among many others.
Kantar Worldpanel is part of the Kantar Group, one of the world’s largest insight, information and consultancy networks. The Kantar Group is the data investment management division of WPP, a British multinational advertising and public relations company.
Global Panel Management and Recruitment
Managing hundreds of thousands of panel members all over the world is a major task. From validation of panelist details, regular communication with panelists and application of incentives to asset management (in-home devices) and compliance monitoring, complexity across different countries is a constant challenge for the panel management teams.
A better way was needed to gain consistency of the process globally. For Kantar Worldpanel, the challenge of multiple, disparate Panel Management solutions was compounded by the fact that business rules were embedded in application code, requiring development resources to make changes to the logic.
InRule® at Kantar
Kantar Worldpanel’s vision was for business rules to be owned by business users rather than the IT team. But to achieve that, business users needed to have the ability to modify and test business rules in real time, and execute both as part of the user inteface or as a batch process.
A major benefit of putting rule ownership in the hands of the business is that rules can be deployed outside of the regular software release cycle. “A rule examining the number of purchases by a panel member could take six weeks to change before,” says Michael Wood, Global Development Director. “Now we can make changes within a day.”
“Rule visibility was critical for us,” says Wood. “Once our business users could see what the rules were actually doing, the whole pace of change radically improved.”
As rollout proceeds globally, it became apparent that the ability to copy and share rules between countries becomes much easier as consistent processes are agreed.
“We wanted to put the power in the hands of the business,” says Wood. “With consistent processes, rule sharing and quick start-up, we’re well on the way.”