WPP launches marketing analytics agency to help marketers deal with data
Ad holding company WPP has created a marketing analytics company called Gain Theory to help brands manage the overwhelming amount of data available to them, the Wall Street Journal reported.
WPP CEO Sir Martin Sorrell
The new agency, named Gain Theory, is being billed as a ‘marketing foresight consultancy’ that offers analysis of a brand’s marketing efforts while using advanced analytics to help them to decide how to handle future ad campaigns.
It will help brands come up with a strategy to access and analyze data.
Jason Harrison, Gain Theory’s worldwide CEO, told the WSJ: “There’s so much more information available about business performance, consumers, what’s happening with marketing campaigns. The expectation is that [marketers] would be able to digest all that and be able to know what to do next and do that very quickly. That is incredibly complicated.”
The new agency will be a part of WPP’s GroupM but will be independent of its media-buying operation and is starting with 200 employees along with 46 clients, according to the Journal.