GroupM Launches New Multicultural Data Analytics Unit

Team Will Be Led By Research Expert Mebrulin Francisco

NEW YORK — GroupM announced the creation of a new division dedicated to researching, measuring and analyzing the performance of marketing initiatives targeting multicultural audience segments.

The new division, called Multicultural Marketing Analytics, will be led by Mebrulin Francisco, a market research expert with extensive experience in market forecasting, consumer insights and media analytics, especially in the multicultural arena. Her title is Director.

“Meb will lead a specialized team dedicated to unearthing consumer insights and measuring the impact of multicultural media investments,” said Gonzalo Del Fa, President of GroupM Multicultural. “Her mission is to inspire and inform our clients about how to use data and drive business results in the multicultural marketplace.”

The new unit will become part of GroupM Multicultural, and Francisco will report to Del Fa. She is based in New York and her appointment is effective immediately.

Throughout her career, Francisco has worked with numerous U.S. marketers covering a broad range of products and services including Citi, Macy’s, Barclays, MetLife, Progressive, Colgate, Chanel, TomTom, IKEA, Bose, State Farm and Tamiflu, among others. She comes to GroupM from Omnicom Media Group Direct, where she worked as Associate Director of Data Science. Previously she worked as a supervisor of analytics and insight at GroupM media agency MEC.

GroupM Multicultural was created in April 2013 and since then has rolled out a suite of forecasting, insights and analytics tools including the following:

  • Nuevo American: A proprietary multi-cultural segmentation model that goes beyond traditional dynamics – such as language spoken or level of acculturation – to include predictive factors, such as attitudes and behaviors.
  • Optima: A proprietary platform that optimizes a total brand budget across General Market and the different multicultural audiences, based on factors such as audience size, share of sales, media influence, brand awareness and usage and others. The tool’s open architecture allows for many factors to be considered simultaneously.
  • Total Reach: A tool that estimates total plan reach, by accounting for “spill” from general market media to Hispanic audiences. The tool maximizes total impact, while driving efficiencies across all communication platforms.
  • Precision: A proprietary single-source data platform that combines audience-viewing behavior with purchase data to assess the impact of media on multi-cultural purchase activity. The platform takes into account variables such as penetration, purchase frequency and purchase size per trip.

GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.