WPP’s Data Alliance and Facebook has partnered globally to activate data and deliver people based marketing solutions and insights.
Partnership across WPP operating companies including GroupM, Kantar Media and Wunderman’s KBM Group is focused on collaboration, innovation and building data-driven solutions to deliver more personalized brand experiences on Facebook, in a way that respects consumer privacy. This multi-year partnership extension gives WPP direct integration to Facebook’s vast user base, allowing its agencies to build their own complex segments based on their attitudinal, purchase, location and weather data for targeting in Facebook.
WPP and Facebook partnership will also help WPP clients effectively create campaigns across all of Facebook’s ad formats including video, photo, and link ads on both mobile and desktop.
This partnership is centered on bringing new audience building and measurement tools to market. WPP companies will work with Facebook to offer new data-driven solutions that help clients 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.
Eric Salama, CEO of Kantar said;
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.
The Data Alliance is the WPP company that supports the Group’s data business by enhancing access to data and data-driven marketing applications. The Data Alliance leverages a global network of expert leaders in market research, analytics, CRM, media and digital to deliver a solution-neutral and holistic perspective on the Group’s data strategy and solutions. It drives internal and external data partnerships and connects WPP’s centers of excellence to address client challenges in the world of big data.