DX Analytics, which will launch on 7th April, will focus on helping brands post-Covid-19, specifically in how they use digital data to identify, rank, evaluate and predict trends, how to understand consumer behaviours and how to measure digital marketing effectiveness.

The service will sit within Kantar’s insights division, with DX Analytics incorporating Mavens and also include new products and services.

Kantar has spent the past year scaling up Mavens’ boutique model to fit its larger client base and resources.

Daniel Singer, managing director, analytics UK and Ireland, at Kantar, said: “Digital innovation is a critical priority for many brands and businesses as people have rapidly shifted their behaviour online in the past year.

“Understanding these changes and navigating the resulting economic disruption is key to creating commercial success.”