{"id":195615,"date":"2024-05-16T10:53:53","date_gmt":"2024-05-16T08:53:53","guid":{"rendered":"https:\/\/ipmark.com\/?p=195615"},"modified":"2024-05-16T10:53:53","modified_gmt":"2024-05-16T08:53:53","slug":"kantar-presenta-blueprint-for-brand-growth-un-analisis-macro-de-6-500-millones-de-datos-de-consumidores","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=195615","title":{"rendered":"Kantar presenta Blueprint for Brand Growth: un \u00e1nalisis macro de 6.500 millones de datos de consumidores"},"content":{"rendered":"

Este proyecto, que ha llevado un a\u00f1o de trabajo, tiene como objetivo identificar los impulsores clave del crecimiento de las marcas<\/strong> y proporcionar un marco de toma de decisiones para los profesionales del marketing.<\/p>\n

Blueprint for Brand Growth es el resultado de una colaboraci\u00f3n entre expertos de Kantar, l\u00edderes de la industria a nivel mundial y un an\u00e1lisis avanzado que combina dos grandes conjuntos de datos de Kantar: 5.400 millones de datos actitudinales de Kantar BrandZ sobre 21.000 marcas en 540 categor\u00edas y 54 mercados, y 1.100 millones de datos de compra de Kantar Worldpanel para 20.000 marcas, 100 categor\u00edas y 25 mercados<\/strong>.<\/p>\n

Ofrece una hoja de ruta para el crecimiento de las marcas al combinar datos actitudinales con datos reales de compra de millones de consumidores en Espa\u00f1a y en todo el mundo<\/p><\/blockquote>\n

Este enfoque novedoso se centra en responder a la pregunta crucial: \u00ab\u00bfC\u00f3mo pueden los expertos en marketing impulsar mejor el crecimiento<\/strong>?\u00bb. El estudio demuestra que las marcas crecen al ser significativamente diferentes para m\u00e1s personas, lo que les otorga una ventaja competitiva significativa.<\/p>\n

Para lograr una diferencia significativa, Kantar identifica tres aceleradores de crecimiento:<\/p>\n

    \n
  1. Predisponer a m\u00e1s personas:<\/strong> La creatividad, la publicidad y la experiencia del cliente crean una diferencia significativa y disponibilidad mental para la marca.<\/li>\n
  2. Estar m\u00e1s presente:<\/strong> Optimizar la distribuci\u00f3n, el customer journey, la gama de productos, el packaging, los precios y las promociones puede aumentar la cantidad de compradores en siete veces.<\/li>\n
  3. Encontrar nuevos espacios:<\/strong> La innovaci\u00f3n enfocada en identificar espacios incrementales en el mercado puede duplicar las posibilidades de crecimiento de una marca.<\/li>\n<\/ol>\n

    Jorge Folch, executive managing director<\/em> EMEA de Kantar Worldpanel<\/strong>, destaca que Blueprint for Brand Growth ofrece una hoja de ruta para el crecimiento de las marcas al combinar datos actitudinales con datos reales de compra de millones de consumidores en Espa\u00f1a y en todo el mundo.<\/p>\n

    Por su parte, Guillermo Belench\u00f3n, managing director<\/em> de Kantar Insights en Espa\u00f1a<\/strong>, resalta la importancia de la diferenciaci\u00f3n en la estrategia de las marcas, subrayando que las conexiones emocionales en la publicidad son cruciales para impulsar las ventas y capturar un mayor margen.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Kantar,\u00a0 experta global en an\u00e1lisis y datos de marketing, ha lanzado Blueprint for Brand Growth, un estudio exhaustivo basado en m\u00e1s de 6.500 millones de datos globales recopilados durante la \u00faltima d\u00e9cada, tanto de actitudes como de comportamiento de compra.<\/p>\n","protected":false},"author":14,"featured_media":195617,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-195615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"\nKantar presenta Blueprint for Brand Growth: un \u00e1nalisis macro de 6.500 millones de datos de consumidores - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Blueprint for Brand Growth de Kantar establece un marco de trabajo para la priorizaci\u00f3n de marketing y establece emp\u00edricamente tres impulsores clave\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=195615\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kantar presenta Blueprint for Brand Growth: un \u00e1nalisis macro de 6.500 millones de datos de consumidores - 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