GroupM is one of the world's largest investment groups, bringing together media agencies in Poland – MediaCom, Wavemaker, and Mindshare. It provides its agencies with access to the latest technologies supporting the planning, purchasing, and measurement of campaign effectiveness. GroupM also co-creates mSpark, an accelerator for martech startups. Thanks to this, the agency's advertisers can be the first on the market to test modern marketing solutions that increase the effectiveness of their ads. One such tool is dataplace.ai, which provides demographic and location analyses to pinpoint the presence of GroupM's target customer groups.
GroupM regularly needs data on the presence and behavior of specific audience groups in the offline world for its databases in order to:
This type of multi-criteria information is difficult to verify. For example, during one project, GroupM needed addresses selected by postal code covering areas with the top 30% of the population meeting conditions such as:
The geospatial information obtained by GroupM gives its agency clients a competitive edge. The condition, of course, is access to technology that can quickly acquire, analyze, extract, and select the appropriate data.
"Profiling and understanding target audiences in the offline world enables effective advertising. Analyses and data from dataplace.ai complement our media products and services in this area. As a result, thanks to innovation, we are constantly improving the visibility results of the campaigns we run." - Tomasz Szulkowski, COO at [m]spark powered by KnowledgeHub
GroupM was looking for a solution that would enable them to locate desired consumer groups in the real world. To this end, we provided our product, and the company gained access to current data and analyses regarding the population and behavior of various audience groups. For non-standard and more complex analyses, we conduct research with GroupM in the form of one-off projects, depending on the specifics of the campaign and the client's needs.
One of the many projects we carried out with GroupM involved identifying a list of postal codes with an index of target audience presence that appeared at a much higher intensity in a given location than in other parts of Poland (so-called over-representation). Several target groups were selected for the analysis. One of them was people who:
Additionally, the analysis was to include aggregated information on what portion of the total population these postal codes cover nationwide.
The first challenge arose right at the beginning. There are various versions of maps on the market that can differ significantly from one another (this is because the spatial division of postal codes is not officially standardized). Therefore, we analyzed our client's maps to obtain
useful insights for them.
In the analysis, we utilized location technology to track the movement patterns of specific target groups and cross-referenced them with our POI database. This allowed us to identify where active individuals are located (by observing their visits to gyms, swimming pools, long walks, etc.). We verified purely demographic criteria (age and education) using our own databases. Then, with the help of artificial intelligence, the results were matched to the previously established criteria.
The presented analyses provided the client with a ranking of locations where the target group is overrepresented. Additionally, we scaled the results to a 1km² area unit. This metric allows for comparing results across the same surface area, thereby more accurately identifying locations with the highest potential.
Thanks to its partnership with dataplace.ai, GroupM quickly gains high-quality data on the presence of specific target groups.
Access to our innovative technology helps increase the effectiveness of their clients' advertising efforts. It also provides insights into location data, which enables the identification of areas worth investing in to reach the most relevant audiences while maintaining the cost-efficiency of individual campaigns.
Using our algorithms, we are able to provide unique insights based on geospatial data. This allows companies to better understand their potential customers and their behaviors. As a result, it enables the planning and implementation of more effective promotional and marketing activities. The analyses we can provide include:
