The partnership includes Millward Brown’s Brand Lift Insights – identifies differences in brand attitudes from awareness to purchase intent that can be attributed solely to digital marketing campaigns – and introduces Sales Insights which calculates sales uplifts.

Kiri Mitchell, media insights director, Kantar Worldpanel, said: “Some digital campaigns have a positive impact on driving metrics such as awareness, but may not have quite the same impact when looking at sales. Knowing whether advertising has encouraged buyers to spend more on the brand completes the digital campaign evaluation.”

The new service will be available via Millward Brown and will initially roll out in the UK.