3 Feb, 2016 – GroupM Malaysia recently tied up with Kantar Media for the subscription of the UK-based research company’s service to measure the habits of pay-TV viewers in the country. GroupM Malaysia is also investing heavily in data technology to put the agency on stronger footing amid fierce competition among ad agencies in the area of data-driven marketing.
“Data helps us to understand customers’ history and behaviour patterns more effectively,” GroupM Malaysia CEO Girish Menon recently told StarBizWeek. “This enables us to have a sharper insight and facilitates marketers to deliver the right message to consumers at the right time and in the right context for a particular brand. For us, data is the future and this allows GroupM to have a competitive advantage over its counterparts in the ad industry as it helps in formulating better decisions for our clients, i.e. marketers and advertisers. This investment is an integral part of our business growth initiative.”
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