Exclusive Agreement Gives 27,000 Employees Access to Real-Time Social Web Insights for Media Planning that Connects Brands with Opportunity Audiences
NEW YORK & CHICAGO--GroupM, the world’s leading media investment management group, has entered into an exclusive partnership with Networked Insights to give all its employees access to Kairos, Networked Insights’ marketing analytics platform. The global implementation will enable GroupM agencies to adaptively plan and continuously optimize client campaigns using real-time consumer data from the social web.
After successful work with mutual clients, GroupM selected Networked Insights to enhance audience segmentation, content strategy, media investment and brand health diagnostics for all its agencies. Using Kairos, GroupM teams will gain actionable audience insights from the social web to inform media planning.
“GroupM’s technology stack and data investments enable us to continuously set the bar higher for insights-driven strategic media management,” said Irwin Gotlieb, Global Chairman, GroupM. “Real-time social 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.”
The exclusive partnership gives more than 27,000 GroupM employees access to Networked Insights’ Kairos platform, including team members at Mindshare, MEC, MediaCom, Maxus, Xaxis and other GroupM specialist service businesses supporting many of the world’s largest brands.
Kairos is Networked Insights’ flagship SaaS platform that classifies and organizes the entire social web to give marketers a deeper understanding of their opportunity audiences, brands and campaigns. The platform provides insights not found in 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. The real-time consumer insights available through Kairos help brands connect with their opportunity audiences.
“We see technology and data as a big differentiator in how we make the best use of our marketing investments at American Family,” said Telisa Yancy, Chief Marketing Officer at American Family Insurance. “We have partnered with Networked Insights to use Kairos for knowledge about our opportunity audiences in our planning and measurement needs. We have partnered with GroupM’s Mindshare for their advancements in technology around buying. This partnership makes the process a closed loop from insight to attribution to sales. It will bring the pieces of the puzzle together so that we can be absolutely confident in every dollar we invest in marketing."
Dan Neely, founder and CEO of Networked Insights, said, “The rollout of Kairos across GroupM represents one of the largest-ever marketing SaaS implementations. The partnership shows how social data can transform the way agencies and brands make marketing decisions.”
“Brands and agencies are pressed to act quickly to deliver exactly the right message at the right time to seize their opportunity to convert customers. We are delighted to put Kairos to work for GroupM and achieve truly adaptive marketing at scale,” Neely added. “I look forward to continuing work with them to move the needle for brands by connecting them to their opportunity audiences.”