Navigating GenAI’s Role in Branding: Why AnswerRocket and Kantar are Partnering to Drive Marketing Technology Forward

In the fast-paced, data-driven world of modern marketing, brands face the relentless challenge of staying ahead of trends, making informed decisions quickly, and translating data into actionable strategies. This daunting task is time-staking yet critical for maintaining a competitive edge. As consumer behavior becomes more complex and market conditions evolve at lightning speed, the traditional data analysis methods and insight generation are no longer sufficient for marketing decision-makers of all levels. 

The Problem: Slow, Manual Data Analysis in a Fast-Paced Market

Marketing teams today are drowning in data—consumer preferences, social media interactions, sales figures, and more. This data is a goldmine for understanding customer behavior and predicting market trends, but turning it into actionable insights is no easy task. Sifting through mountains of information using traditional methods can be a painstakingly slow process, often taking days or even weeks to generate insights. By the time these insights are ready, the market may have shifted, rendering them less relevant or even obsolete. This delay doesn’t just cost time; it can lead to missed opportunities, slower response times, and, ultimately, lost revenue. In the fast-paced world of marketing, where timing is everything, such lags are simply unacceptable.

Moreover, the complexity of modern marketing data—ranging from structured sales figures to unstructured social media feedback—requires sophisticated tools that can handle diverse data types and still provide coherent, actionable insights. The challenge is compounded by the need to make this information accessible and understandable to decision-makers at all levels, from the C-suite to frontline marketers.

Best Practices for Solving the Problem: Leveraging Generative AI for Speed and Precision

To tackle these challenges, marketing teams need to embrace advanced technologies that can accelerate the data-to-insight process. Here are some best practices that can help:

• Adopt Generative AI for Data Analysis: Generative AI (GenAI) can dramatically speed up the process of analyzing complex datasets. By using AI to automate and enhance data processing, teams can go from data to decision in a fraction of the time it would take using traditional methods.
• Integrate Market Expertise with AI Capabilities: While AI is powerful, its effectiveness is amplified when combined with deep market expertise. Teams should look for solutions that integrate AI with industry-specific knowledge to ensure that the insights generated are not only fast but also relevant and actionable.
• Focus on User-Friendly Interfaces: The best insights are useless if they can’t be easily accessed and understood by decision-makers. Solutions should prioritize user-friendly interfaces that allow non-technical users to interact with data effortlessly, enabling them to quickly glean insights and make informed decisions.
• Ensure Data Governance and Accuracy: Speed should never come at the cost of accuracy. Implementing rigorous data governance practices ensures that the insights generated are reliable and that AI models are operating with the most accurate and up-to-date information available.
• Invest in Continuous Learning and Adaptation: The marketing landscape is constantly evolving, and so should your AI tools. Investing in solutions that can learn and adapt over time ensures that your data analysis capabilities remain cutting-edge and relevant, even as market conditions change.

Our Solution: The AnswerRocket and Kantar Partnership

Recognizing the critical need for faster, more accurate data analysis, AnswerRocket has partnered with Kantar, the world’s leading marketing data and analytics company, to bring a powerful solution to the market. This collaboration combines the best of both worlds: AnswerRocket’s advanced GenAI analytics platform and Kantar’s deep market expertise.

At the heart of this partnership is AnswerRocket’s GenAI platform, which is designed to streamline and enhance the data analysis process. GenAI leverages large language models (LLMs) to process and interpret vast amounts of data quickly, generating actionable insights in minutes rather than weeks. This capability is particularly valuable in today’s fast-paced marketing environment, where timing can make all the difference.

AnswerRocket’s platform allows for creation of specialized analytical applications–or Skills–which allow the AI to perform domain-specific analyses. This enables the AI to understand the nuances of marketing data, ensuring that the insights generated are tailored to the specific needs of each brand. This is where Kantar’s expertise comes into play.

Combining AI with Market Expertise: A Winning Formula

Kantar brings to the table a wealth of knowledge about market dynamics and consumer behavior. With decades of experience and a vast repository of proprietary data and analytical frameworks, Kantar ensures that the AI-generated insights are grounded in real-world market conditions. This integration of AI and market expertise enables brands to make informed decisions quickly and confidently.

One of the standout features of this partnership is the development of custom GenAI assistants. These assistants are tailored to the specific needs of each client, incorporating Kantar’s proprietary data and models to provide insights that are directly relevant to the brand’s objectives. For example, a global beverage company using the AnswerRocket platform was able to reduce the time spent on manual data analysis by 40%, allowing their insights team to focus on strategic initiatives rather than getting bogged down in data processing.

For brands that will be leveraging this partnership, the future is bright. Our immediate plans include rolling out customized GenAI assistants for joint clients, enabling them to quickly access and act on valuable insights. These assistants will be embedded with Kantar’s proprietary models, ensuring that the insights generated are both timely and highly relevant to the brand’s specific market context.

In addition to the immediate productivity gains, we are focused on helping brands streamline their entire marketing operations. By automating the data analysis process, we free up valuable resources, allowing marketing teams to focus on strategy, creativity, and innovation—areas where human expertise truly shines.

As the marketing landscape continues to evolve, brands need to be more agile than ever. Our partnership with Kantar is a direct response to this need. By combining our GenAI technology with Kantar’s unparalleled market expertise, we’re providing brands with the tools they need to stay ahead of the curve. It’s about more than just faster insights—it’s about making those insights actionable and relevant in real-time.