WPP's Data Alliance Taps South African Consumer Data

WPP's Data Alliance has partnered with South African marketing services provider P:Cubed, giving access to the latter's 2700 fields of data on more than 42.8m consumers to operating companies across the group.

P:Cubed forms part of the CSH Group of companies (Compuscan, Compuscan Academy, and ScoreShare), which create and deliver data-driven customer growth solutions. P:Cubed combines data, advanced analytics and customer management solutions, and its statistical techniques allow profiling of areas such as life stage, financial affluence and spend preference.

WPP companies can now use P:Cubed's data to understand South African consumers in terms of their demographics, economic status, behaviour and lifestyle.

Devon Tighe (pictured), MD of Data Alliance Africa, says WPP is 'always looking to be smarter with data', and that P:Cubed's dataset is 'the largest universe of consumer profile attributes in South Africa'.

Web sites: www.wpp.com, www.dataalliance.com and www.p-cubed.co.za .