WPP-owned Wunderman is beefing up its data-driven approach once more, signing a partnership with marketing software and solutions Marketo, designed to put data and measurement behind every customer interaction.
Six of WPP’s leading direct, digital and data marketing agencies – including Wunderman – already have a deal with Adobe. Boss Sir Martin Sorrell has been a long-term advocate of data-driven marketing; more than 25% of WPP’s annual income already comes from data management.
The latest alliance, designed to pave the way for what it calls “insight-driven engagement”, combines Marketo’s marketing platform and measurement capabilities with Wunderman’s creative execution, global strategy, data, and analytics.
The alliance was created in response to the growing digital landscape in which marketers have assumed a powerful new position as the steward of the customer. By joining Marketo’s platform, which includes marketing automation and marketing management applications, with Wunderman’s data-driven insights and engagement, the duo claim brands can now engage customers in a cohesive way across all digital channels and measure how their marketing spend drives revenue.
Wunderman global chief executive Mark Read said: “Marketing automation has tremendous potential but consumers don’t want to feel that a machine is talking to them.
“Today, consumers expect real content that speaks to them as individuals – which is where Wunderman’s blend of creativity and data can be most effective. Our partnership with Marketo will deliver this to Wunderman’s clients through greater expertise with their platform and access to our data pre-loaded into Marketo.”
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