WPP and Facebook Form Data Personalization Partnership

WPP's Data Alliance practice and Facebook have linked up, to provide the former's clients with access to new data-driven personalization solutions across the latter's networking platform.

Launched in 2010, The Data Alliance comprises of experts from the wider WPP network of market researchers and specialists in CRM, media and digital technology, who deliver a perspective on what data exists and how it can be used by WPP clients. Through its multi-year partnership with Facebook, marketers will be able to activate WPP's proprietary data assets within Facebook, including those from WPP firm's Kantar Worldpanel, Group M, and Wunderman's KBM Group. In addition, WPP's marketers, planners and buyers will have access to combinations of WPP and Facebook data assets, enhanced insights, and new audience building solutions, which they will be able to use to help WPP clients create campaigns across all Facebook ad formats.

As part of the deal, WPP companies will work with Facebook to pilot new solutions to measure online and offline sales impact across multiple countries. The firms will also develop new personalization solutions to help brands use Facebook to reach consumers.

Commenting on the initiative, Kantar CEO Eric Salama 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.'

Web sites: www.wpp.com , www.dataalliance.com and www.facebook.com .