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Tag: KBM Group

  • WPP’s Data Alliance partners Facebook to activate data

    WPP’s Data Alliance partners Facebook to activate data

    MUMBAI: WPP’s Data Alliance and Facebook have deepened a global partnership giving marketers access to new data-driven solutions that deliver personalization at scale on Facebook. This multi-year partnership is centered on bringing new audience building and measurement tools to market.

     

    For the first time, marketers can activate WPP’s proprietary data assets within Facebook. Data assets from GroupM, Kantar and Wunderman’s KBM Group will be connected and activated on Facebook, in a way that respects consumer privacy. WPP’s marketers, planners and buyers will have access to unique combinations of WPP and Facebook data assets, enhanced insights, and new audience building solutions. This will help WPP clients effectively create campaigns across all Facebook ad formats, including video, photo, and link ads on both mobile and desktop. Enabling tools that let marketers reach real people across all devices allows marketers to more effectively draw connections between online marketing and real business outcomes.

     

    WPP companies will also work with Facebook to pilot new data-driven solutions to better measure effectiveness with online and offline sales impact in multiple countries, enhance mix modeling and deepen Facebook Insights.

     

    Lastly, there will be joint research and thought leadership on new metrics, services and solutions that help brands better leverage Facebook to reach consumers.

     

    “We gather insights on millions of consumers each year on what people buy and why, including product assortment, retail strategy, brand health, copy testing, campaign effectiveness, media measurement, earned media monitoring and purchase data. Now we can leverage those learnings for our clients and make them actionable on Facebook,” said Kantar CEO Eric Salama.

     

     

    “Facebook and WPP companies work well together. It was only natural we would want to find more ways to work smarter together. As strategic partners, we want to bridge the measurement gap for brands and help clients develop more meaningful relationships with consumers. This partnership allows us to do that through collaboration, innovation and data activation,” said GroupM chief data officer Harvey Goldhersz.

     

    “KBM Group cultivates data that allows marketers to paint rich pictures of consumers. Of equal importance is helping brands interact with consumers in ways that will delight the consumer. This partnership with Facebook provides a very meaningful way to help clients connect with consumers in highly-relevant ways, even in emerging markets,” said KBM Group CEO Gary S. Laben and Wunderman global chief data officer.

     

    “We are committed to deepening our partnerships with the agency ecosystem across technology, media, and data. This global data partnership lays the foundation to provide WPP clients choice in the data they use for media solutions and the proper tools to effectively measure tangible business results on Facebook,” added Facebook director, global agency development Patrick Harris.

  • WPP strengthens digital foothold with acquisition of Predictys

    MUMBAI: Wunderman owned data-driven, insight-based customer engagement provider KBM Group, will be acquiring Predictys, a marketing company specialising in digital data and campaign technology. KBM Group‘s parent company, Wunderman, is part of the Young & Rubicam Group and a member of WPP. The move comes as a step towards strengthening WPP‘s position in the digital marketing space.

    Based in France, Predictys was founded in 2007 and has rapidly growing data resources owing to an influx of digital information from other countries. Predictys will not only strengthen KBM Group‘s value to clients in France; the acquisition also strategically fuels KBM Group‘s growth throughout Europe, the US and Latin America.

    Predictys‘ database powers its digital automated marketing services for customer acquisition via proprietary automated systems for managing and optimizing email marketing campaigns. The company‘s scalable email campaign technology, offered directly to clients or to e-marketing agencies, provides additional opportunities for KBM Group to build its marketing offerings.

    Working closely with its parent company Wunderman, KBM Group acts as the data engine, helping to connect ‘always-on‘ customers with global brands. On a broader agency network level, the value of data and customer intelligence extends as well to WPP, the global advertising and marketing services group, of which they are a part.

    KBM Group CEO Gary S Laben said, “The oceans of data generated by always-connected consumers of all ages present both a challenge and an opportunity for global marketers. As companies accelerate their marketing around the world, they need to be able to find and reach consumers on their personal devices efficiently and with informed strategies based on the best possible representations of who their most receptive and profitable customers might be. By adding Predictys‘ data resources to our own, we can better offer our global clients a way to harness data to forge customer engagements that are successful and meaningful. Marketing that is customer intelligent delights consumers and so enables companies to stay competitive.”

    Predictys‘ cooperative database includes information from 140 million opted-in consumers from among more than 25 co-op partners. The database powers Predictys‘ automated campaign software serving agencies and clients, including Snapfish, Galeries Lafayette and Swiss Life.