The partnership includes a multi-year licensing agreement for the exclusive rights to sell Engagement Labs’ TotalSocial platform in the UK.

In addition to the TotalSocial license agreement, Kantar and Engagement Labs will also create advanced analytics as part of Kantar’s AI toolkit (known as STAN) to help brands understand how best to maximise the impact of their marketing spend. 

Matt Dodd, managing partner of Kantar Analytics Practice, said: "I have long been impressed with the innovative work from the Engagement Labs team, and TotalSocial is the best solution to incorporate Kantar Analytics’ toolkit ."

Ed Keller, chief executive officer at Engagement Labs, said: “Our experience has shown us that social media data is one part of how a brand is perceived. Online conversations sometimes mirror offline ones but it’s not always so straightforward. 

"What motivates people to talk on social media is often quite distinct from what motivates them to talk to friends or family in the real world. Each contributes to business outcomes, but they do so through different channels. And understanding how they work together to propel business success is imperative."

This partnership is Kantar’s latest investment in advanced analytics, following the launch of Kantar Analytics Practice in June, a new Advanced Analytics Labs in Singapore, and its recent partnership with Alibaba in China.