Actionable insights are what marketers want, to make sure that the messages they are delivering in their communications hit the right spot. GroupM has developed an insight tool that it believes offers a way to develop more precise and targeted media plans that do just that.
Live Panel is an insights tool that surveys a panel of 5.5 million people globally (in 30 marketers including Australia) and links in with data from WPP's Kantar research group, its Lightspeed consumer panels, BrandZ, as well as planning tools across GroupM's agencies - MediaCom, Mindshare, MEC and Maxus.
Its aim is to “accelerate the time from insight to planning to implementation” and help clients “more effectively reach their audiences, measure outcomes and seize competitive advantage”.
Irwin Gotlieb, chairman of GroupM Global says: “In an era of continually evolving consumer behaviours and media preferences across a wider array of channels, marketers who have the most intelligence are at a distinct advantage, and our unique knowledge of audiences worldwide sets us apart in the industry.”
“Leveraging WPP’s data and analytics investments, we know more about media use and consumption behaviours than anyone else. Live Panel operationalises this knowledge to turn consumers into audiences and audiences into customers more nimbly and efficiently for our clients’ advantage.”
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