GroupM Launches New Data Insights Business

GroupM Launches New Data Insights Business

GroupM has unveiled its new global platform designed to improve advertisers’ ability to communicate with their consumers across all media using data-led insights.

B&T Magazine
Posted by B&T Magazine

The new tool, called [m]PLATFORM, features a technology suite of flexible media planning applications, data analytics and digital services, and is supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis.

For clients, [m]PLATFORM has been developed to deliver objective insights and the power of choice across data, technologies and KPIs in their GroupM agency’s scope of work.

The platform is broken down into five sections:

  • [m]Core – a full-stack audience intelligence platform combining cross-platform data for a singular consumer identifier, [m]ID.
  • [m]Insights – an audience-centric media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and in-demo reach management.
  • [m]Analytics – marries online and offline campaign-level data to [m]ID to enable analytics, attribution and optimisation.
  • [m]Report – merges data into a single, intuitive visualisation dashboard with actionable intelligence.

GorupM global CEO Kelly Clark said marketers are under tremendous pressure to deliver results from media investments.

“This flexible platform approach enables us to focus $7 billion worth of investments we’ve made in data and technology over 10 years to help them realise a marketplace advantage,” he said.

“Our agencies will now have deeper consumer insights and the most robust technology in the market.”

Brian Gleason (pictured above), who was most recently the global CEO of Xaxis, has been chosen to lead [m]PLATFORM.

GroupM is also building a global organisation to support [m]PLATFORM, and has designated four regional presidents to report to Gleason.

Phil Cowdell, who was ecently named president of platform services in North America, is now the US president of [m]PLATFORM, while Lucas Mentasti has been named [m]PLATFORM’s president for Latin Amercia.

Presidents for Europe, the Middle East and Africa, as well as the Asia-Pacific region, will be named shortly.

Also on the [m]PLATFORM global leadership team is Nicolle Pangis, who assumes the role of chief operating officer, along with chief strategy officer Jack Smith and chief technology officer Bob Hammond.

Clark said the technology development teams reporting to Gleason demonstrate his ability to continuously innovate winning solutions for clients.

“Now, the best of our technologies, whether built, acquired or partnered, are consolidated under his remit to enable our agencies with an unparalleled ability reach audiences and deliver outcomes for their clients,” he said.

Gleason said the rise of digital and mobile technologies, media fragmentation and expanding e-commerce create a pivot point in marketing where the scientific application of data to media strategies is essential.

“Today, marketers have to know their customers in richer detail than ever before, or else they won’t reach them,” he said.

“[m]PLATFORM is an audience-centric approach enabling our agencies with individualised consumer insights and technologies to reach audiences without boundaries.”