GroupM has partnered with Networked Insights, giving execs from the WPP firm access to real-time social media consumer data via the 'Kairos' marketing analytics platform.
Kairos provides insights not found in many social media monitoring tools, including consumer emotion and interests, brand health metrics like purchase intent and customer loyalty, and the 'why' behind spikes in conversation. GroupM says the partnership will enhance audience segmentation, content strategy, media investment and brand health diagnostics abilities for all its agencies. The 'exclusive partnership' gives Kairos access to more than 27,000 GroupM employees, including those at Mindshare, MEC, MediaCom, Maxus, Xaxis and other specialist service businesses.
Irwin Gotlieb, Global Chairman, GroupM, comments: 'Real-time social media data represents an enormous opportunity for brands, but technology must artfully enable insights based on what audiences are saying - and not saying. Networked Insights provides real rigor and discipline, and we have fully integrated it into our technology stack. We believe the combination provides us with real competitive advantage'.
Web sites: www.groupm.com and www.networkedinsights.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.