GroupM launches data insights tool mPlatform to provide ‘accountability’ across media
Media buying giant GroupM has created mPlatform, a new data and insights division which, it claims, will merge “hundreds” of data sources to profile consumers.
The new division will be headed up by current Xaxis CEO, Brian Gleeson, who will head up the new division which will have four regional presidents, with the APAC head yet to be named.
mPlatform head Brian Gleeson
In an interview overnight with AdExchanger, Gleeson, said: “The collective mission of mPlatform revolves around technology, data and expertise. The mission is how to take each of those elements and put them together to provide addressability and accountability across all media.”
According to the report, addressability will apply to offline media as well as online.
It will merge data sources from GroupM companies including Wunderman and Kantar as well as localised sources and client data.
According to the press release the five elements of mPlatform are:
- mCore is the first, full-stack audience intelligence platform combining cross-platform data (display, mobile, video, offline CRM, apps, etc.) for a singular consumer identifier, mID.
- mInsights is the largest audience-centric media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and in-demo reach management.
- mAnalytics marries online and offline campaign-level data to [m]ID to enable analytics, attribution and optimisation
- mReport merges data into a single, intuitive visualisation dashboard with actionable intelligence.
Gleeson added in the release: “The rise of digital and mobile technologies, media fragmentation and expanding ecommerce creates a pivot-point in marketing where the scientific application of data to media strategies is essential. Today, marketers have to know their customers in richer detail than ever before, or else they won’t reach them.
“mPlatform is an audience-centric approach, enabling our agencies with individualised consumer insights and technologies to reach audiences without boundaries.”
Some more blackbox bollocks.
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I think Brian was meant to say “The mission is how to take each of those elements and put them together to provide profitability for GroupM”.
Also wonder how accurate their probabilistic user graph will be, I have my bets on <50%.
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It’s sad that what appears to be a fascinating initiative is so clouded with the self interest business practices of GroupM.
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Looks ambitious. Bringing together all sorts of data to do better modelling, targetting, etc. Good luck to them if it works!
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