The partnership is aimed at helping mutual clients manage their e-commerce and omnichannel efforts more efficiently. It will combine Kantar’s insights and consulting with Profitero’s item-level data for retailers including Amazon to highlight distribution and category opportunities for brands.

Profitero’s digital shelf analytics will be used to expand Kantar’s statistical models and retail management platforms, allowing manufacturers to test new tactics ahead of launch.

As part of the tie-in, the two companies will also develop e-learning tools and live e-commerce training for clients.

Phillip Smiley, chief executive of Kantar’s consulting division, said the partnership would help brands “bridge the gap between digital strategy and execution and grow quickly – and efficiently”.

Vol Pigrukh, chief executive and co-founder of Profitero, added: “Kantar and Profitero sit on a lot of powerful data and we are only scratching the surface.”