WPP signs Facebook data deal - DecisionMarketing

WPP’s data unit, the Data Alliance, has jumped into bed with Facebook in a move designed to give its clients access to new data-driven solutions that deliver personalisation at scale on the social media site.
The multi-year deal is centered on bringing new audience building and measurement tools to market and will for the first allow marketers to activate WPP’s proprietary data solutions within Facebook.
So-called “data assets” from GroupM, Kantar and Wunderman’s KBM Group will be connected and activated on Facebook, in a way that respects consumer privacy, WPP claims.
It is claimed that WPP staff will have access to “unique” combinations of WPP and Facebook data, enhanced insights, and new audience building solutions.
This will help WPP clients effectively create campaigns across all Facebook ad formats, including video, photo, and link ads on both mobile and desktop. WPP companies will also work with Facebook to pilot new data-driven solutions to better measure effectiveness with online and offline sales impact in multiple countries, enhance mix modeling and deepen Facebook Insights.
Lastly, there will be joint research and thought leadership on new metrics, services and solutions that help brands better leverage Facebook to reach consumers.
KBM Group boss Gary Laben – who was recently promoted to global chief data officer of Wunderman, too – said: “KBM Group cultivates data that allows marketers to paint rich pictures of consumers. Of equal importance, is helping brands interact with consumers in ways that will delight the consumer. This partnership with Facebook provides a very meaningful way to help clients connect with consumers in highly-relevant ways, even in emerging markets.”