GroupM wins independent acclaim for cross-channel attribution capabilities

GroupM is the only media agency cited in the report, titled "The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012," which evaluated about 60 providers on 67 criteria judging their current offering, strategy, and market presence. The evaluation included in-depth client interviews, capability presentations and technology demonstrations.

Robin Wong, partner, GroupM data platform, told Campaign Asia-Pacific that the agency won the accolade over many venture-backed competitors thanks to seven-plus years of client and agency input that have gone into crafting the platform.

"GroupM’s Live platform is the surprising dark horse in this attribution space,” the Forrester report stated. “As a WPP-owned entity, GroupM is typically thought of as a media investment management operation. However, its Live platform tool provides cross-channel attribution at an aggregate level, using an advanced algorithmic approach.  Additionally, the tool does incorporate a vast number of data points across different interaction points.”

About 20 clients in Asia and 50 or more globally use the platform to not only monitor their campaigns but also tweak spending based on real-time input and even simulate 'what if' scenarios based on the technology's economic models, Wong said.

“We’re honored to be the only media agency group recognized as a top provider in the cross-channel attribution space,” Dominic Proctor, president of GroupM Global, said in a statement. “The robust set of capabilities we have in our Business Science practice is enhancing our client’s performance by providing them with predictive insights that optimize their brand campaigns and shape purchase behavior in both online and offline environments."