On Monday, 22 January, Kantar was ISO 19731 certified for Digital Analytics and web analytics for purposes of market, opinion and social research. This makes Kantar TNS, Kantar Millward Brown, Kantar Public and Kantar Media the first agencies in the Netherlands and in the world to be ISO 19731 certified.
On Monday, 22 January, Kantar was ISO 19731 certified for Digital Analytics and web analytics for purposes of market, opinion and social research. This makes Kantar TNS, Kantar Millward Brown, Kantar Public and Kantar Media the first agencies in the Netherlands and in the world to be ISO 19731 certified.
New ISO norm
At the end of May 2017, the new ISO 19731 norm for digital analytics was published. Digital analytics is about passive information gathering. Consumers express their opinions about all kinds of things on websites and social media, often without being asked. This is information that the researcher has not specifically inquired about, given by people who have not been directly questioned by the researcher. Analysis of data that is available on Internet nevertheless often provides extraordinarily useful information.
This new norm is important for clients that perform their own digital analyses, for research agencies where digital analysis is one of the services provided and for Internet consultants from outside the research community who also do digital analytics and web analysis.
Praise from the audit commission
The audit commission commended Kantar in particular for:
· The standardisation of their methodology, which gives national and international benchmarks added value for their clients.
· The use of expertise centres, which lead s to highly professional process and project organisation.
· The systematic way in which privacy is guaranteed, making the provision of digital analytics GDPR - proof and GDPR - ready.
Reactions
Wim van Slooten, Director of the Dutch industry organisation MOA: “The market research and marketing insights industry is constantly evolving. The various disciplines within companies are working together much more closely. Data gathering and analysis and gaining insights are becoming ever more vital for the development and marketing of products and services. The digital component of research is also of increasing importance. This ISO certification fits seamlessly into this evolution. Kantar was and remains an innovator. They have been one of the first in the Netherlands to obtain each ISO certificate that applies to the research and analytics industry. Now they are the first Dutch agency that has earned the ISO 19731 certification. The MOA heartily congratulates Kantar with this fine achievement!”
Eric Boogaard, Kantar Quality Manager, is proud of the certification: “It is our ambition to take the lead in all areas where there is innovation, and thus also in digital development s within the insights industry. By being the first Dutch agency to be certified, Kantar clients can also be assured of the ‘best in class ’ solution for their Digital Analysis needs, including areas such as campaign evaluation, cross - media analysis and cookie tracking.”
More information?
Gerben Boot
Client Service & Innovation Director
t +31 (0 ) 2 0 5225 411
m +31 (0) 621504628