kantar tns

The world’s biggest market research company uses MarketingPlatform for their numerous sendings in many countries

Kantar TNS, which is part of Kantar, and among other things, owns Danish Kantar Gallup, Kantar Media and Kantar Millward Brown.

“From the very first contact, MarketingPlatform showed great flexibility and their systems are so well documented and prepared that it was no trouble at all to customise and set up automation. The MarketingPlatform system gives really good feedback when you send emails which can be used to optimise the deliveries.”

– Bo Nielsen, Associate Director, Kantar TNS

A group fills out a form

“We did not really believe in it, back then, just before Easter in 2014, when there was a wish for a trial subscription coming from Kantar TNS,” says Kim Østergaard from MarketingPlatform. It turned out that the inquiry was very serious, and a few days later, the Index Danmark/Gallup division sent their first email surveys with MarketingPlatform.

Index Denmark/Gallup is a syndicated media and marketing information system that continuously measures Danes’ consumption of media and branded products, as well as lifestyle, behavior, sociodemography, interests, activities and attitudes. Index Denmark has, together with MarketingPlatform, built up a large number of automated flows and follow-up emails, which contribute to the success rate of panel members. For a company that has high costs of collecting new contacts.

The solution

MarketingPlatform, as a standard product, is the solution for TNS-Gallup. No special features have been developed in the solution, but only the setup of flows and forms. In addition, the customer has created new fields for the many individual data of the recipients. It is called Contact Fields in MarketingPlatform, and is managed by the vast majority of customers following enhanced startup consulting. “It says something about our flexibility and thus adaptability to highly demanding customers and solutions,” continues Kim Østergaard.

Kantar TNS uses the integration, XML API Web service, to automatise the exchange of contacts between their internal systems and MarketingPlatform. At the same time, detailed information is returned on recipients’ reaction – on sendings and automated flows. That knowledge is used to qualify contacts for telephone follow-up, as well as to capture recipients with invalid email addresses and many other scenarios that cause other actions.

“From the first contact, MarketingPlatform showed great flexibility and has their systems so well documented and prepared that it was a small matter to customize and set up automation. The MarketingPlatform system provides very good feedback on emails that can be used to optimize deliveries’’, says Bo Nielsen, Associate Director of Kantar TNS Denmark.

Delivery of emails becomes more difficult

Send, wait a moment and then receive. In the perfect world, email communication works that way. However, as long as there is illegal spam, and also legal spam, there will be a need for spam filters that hinder delivery.

Therefore, MarketingPlatform has developed MailRating. MailRating looks at the individual recipient across customers, but also individually on the individual customer. This knowledge is used to determine the most optimal delivery as well as guidance for the customer who can easily see which recipients should, among other things, receive at what frequency.

“We deliver hundreds of millions of emails every month to our customers, both newsletters, questionnaires and transactional mails – such as order confirmations, invoices, gift certificates, vouchers and the like,” explains Kim Østergaard from MarketingPlatform.

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Upon your subscription to our trial period, you will at the same time receive our educational flow on a series of emails – as well as our newsletter.