Campaign Measurement Webinar
2025-06-24 02:44:27

Integrating Consumer Insights with MMM for Effective Campaign Measurement Webinar

Webinar Announcement: Integrating Insights for Campaign Success



KANTAR, headquartered in London, UK, with its Japanese subsidiary in Shibuya, Tokyo, is excited to announce a webinar focused on measuring campaign effectiveness under the theme: "Creating the Future of Brands through Campaign Measurement: Integrating Consumer Research and the Strengths of MMM". This event will take place on July 17, 2025, from 14:00 to 15:00 JST.

Integrated Marketing Communications (IMC) weave together the insights and contributions of various stakeholders from the understanding of market dynamics and customer behavior to brand strategy and communication development. Each campaign is imbued with unique ideas and innovations, setting it apart from others.

Why IMC Matters


As brands develop and implement their IMC strategies, it's crucial to consider not only immediate goals like sales and lead generation but also to address brand KPIs such as awareness, favorability, and perception. Media KPIs like reach and frequency also play a significant role. Reflecting on the effectiveness of IMC, especially given the substantial investments involved, is essential for providing stakeholders with meaningful feedback and learning opportunities, ensuring the continuous strengthening of the brand.

As IMC strategies become more sophisticated with the phased achievement of multiple objectives, the interaction of fragmented media, and the ripple effects of user-generated content (UGC) and influencers, it often raises questions about how to effectively reflect feedback on the innovations within each campaign. How can brands derive insights from effectiveness measurement without succumbing to a short-term performance mindset? Particularly challenging is fostering brand growth among younger demographics or specific audiences, and understanding how newly launched products contribute to the parent brand.

Webinar Focus


This webinar aims to address these challenges by introducing Kantar Cross Media, which explores how to adapt to the complex landscape of brand growth and optimize media plans. Noteworthy topics covered will include:
1. Challenges and Weaknesses of MMM
2. Campaigns as a Canvas for Brand Expression
3. Importance of Equity Metrics
4. Insights Revealed through XM
5. Q&A Session

Event Details


  • - Title: Creating the Future of Brands through Campaign Measurement
– Integrating Consumer Research and the Strengths of MMM
  • - Date and Time: July 17, 2025, 14:00 - 15:00 JST
  • - Registration: Free attendance! Click here to sign up.

Privacy Statement: Please note that the personal information collected during the registration process will be used only for the purpose of responding to your application and related business activities. Kantar will manage this information responsibly and will not disclose any personal data without prior consent, except as mandated by law. For questions regarding the handling of personal data, please contact our privacy officer, Manoj Johri at privacymark@jp.kantargroup.com.

About Kantar


Kantar is a leading marketing data and analytics business that is essential for top companies worldwide. We combine meaningful attitude and behavior data with deep expertise and advanced analytics to shed light on how people think and act. Our mission is to support our clients in understanding their markets and shaping their future marketing strategies.

Kantar BrandZ


Kantar BrandZ serves as the global currency for assessing brand equity and quantifying its contribution to business performance. Annually, Kantar publishes rankings of global and local brands, based on rigorous financial data combined with extensive brand equity research. Since 1998, BrandZ has provided insights on brand building to business leaders worldwide, drawing on research from over 54 markets, 22,000 brands, and 4.5 million consumer interviews. For more information on Kantar BrandZ, click here.

Kantar Japan Overview


  • - Company: Kantar Japan LLC
  • - Headquarters: Shibuya, Tokyo, Japan
  • - Business Type: Market Research and Consulting
  • - Managing Director: Toru Sasaki
  • - Website: www.kantar.jp


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Topics Consumer Products & Retail)

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