• Advertising Age, Thursday, December 1, 2011 4:21 PM

How much does it matter if consumers like your brand? That's the basic question WPP's Milward Brown and Kanter Shopcom are aiming to answer by combining data from brand equity tracking surveys with shopper loyalty-card data "into a single-source database of around 250,000 people," writes Jack Neff.

Looking at brand equity through the single-source panel can help companies "predict how creative work and media plans will affect brands' sales, pricing power and profits," according to Ann Green, senior partner-client solutions at Millward Brown. "She expects clients to use the new single-source panel most often to evaluate cross-media effectiveness and planning and to project how copy-test results will affect sales," writes Neff.

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