- Category: April 2015 - Social Media
The partnership across WPP operating companies, including GroupM, Kantar Worldpanel and Wunderman's KBM Group, is focusing on collaboration, innovation and building data-driven solutions to deliver more personalized brand experiences on Facebook
WPP's Data Alliance and Facebook have just announced to deepen a global partnership that will give 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.
"Facebook and WPP companies work well together," said Harvey Goldhersz, Chief Data Officer of GroupM. "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 relationships that are more meaningful with consumers. This partnership allows us to do that through collaboration, innovation and data activation."
Hence, for the first time, marketers can activate WPP's proprietary data assets within Facebook and 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.
"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," said Eric Salama, CEO of Kantar. "Now we can leverage those learnings for our clients and make them actionable on Facebook."
WPP companies will also work with Facebook to pilot new data-driven solutions to better measure effectiveness with online and offline sales influence in multiple countries, enhance mix modeling and deepen Facebook Insights.
"We are committed to deepening our partnerships with the agency ecosystem across technology, media, and data," said Patrick Harris, Director, Global Agency Development at Facebook. "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."
Lastly, there will be joint research and thought leadership on new metrics, services and solutions that help brands better leverage Facebook to reach consumers.