GroupM implements Effective solutions

GroupM Malaysia has secured an agreement to implement Effective Measure's Campaign Measurement and Campaign Impact solutions across its entire agency group.Effective Measure's Campaign Measurement feature allows agencies to optimise and enhance media buying, based on a comprehensive analysis of rich demographic and campaign exposure data which is available while a campaign is running.The Campaign Impact solution provides the ability to survey internet users who were exposed to a display campaign and compare their answers to those who were not, allowing in-depth insight into the effectiveness of a campaign in meeting its objectives."With this agreement, GroupM can monitor the impact of digital media channels on specific objectives such as brand awareness, affinity or purchase intent. Access to such rich data allows us to allocate our clients' investments better and optimise them more effectively," said Joni Leimala, GroupM Malaysia's head of interaction.GroupM Interaction is responsible for developing tools and processes which enable the digital units of GroupM agencies to function more effectively and efficiently.The alliance with GroupM Malaysia follows a run of Effective Measure partnerships with GroupM agencies in the region including Mindshare, MEC and Maxus.