NEWS7 February 2019

GroupM consolidates data benchmarking

Data analytics Media News North America

US – WPP’s media group GroupM has put all its reporting and analysis of commercial and business development data into independent research company, COMvergence.

COMvergence creates quarterly reports and benchmarks for the scale of media agencies’ client billing by collecting and analysing data from the global marketing services groups and the marketplace.

GroupM has worked with the company as a data source for more than three years, progressively adding more markets to consolidate its data reporting. COMvergence will ensure the accuracy of its methodologies and reporting with annual third-party auditing by an accredited auditing firm.

Elizabeth McCune, GroupM’s global chief growth officer, said: “COMvergence has taken an open approach to building its methodology and partnerships for data collection and tabulation, giving us the confidence that when we share data from their benchmark reports to clients and their pitch consultants, it is the most accurate and validated view of the size and scope of our business and competitive set across the globe.”  

Kantar, Nielsen and other research and analyst firms data feeds COMvergence’s analysis and reports. COMvergence also tracks information from international and local trade press titles, as well as industry associations including the World Federation of Advertisers (WFA) and the American Association of Advertising Agencies ( 4A’s).