WPP launches new analytics offering Gain Theory

WPP has launched a new “marketing foresight” consultancy Gain Theory. The offering brings together data, analytics, technology solutions and consumer-insight capabilities to aimed at helping brands make predictive and quicker decisions.

According to the agency, a recent independent qualitative research study highlighted that marketers feel swamped by the sheer volume of data and technology solutions in the marketplace. Marketers also highlighted the need for a partner that would help them navigate this landscape, offering the insight and intelligence required to integrate, predict, plan and model marketing decisions effectively.

The offering will be led by worldwide CEO Jason Harrison, who was previously worldwide chief information officer for Maxus.
According to the Wall Street Journal, Gain Theory will sit within WPP’s GroupM but will be independent of its media-buying operations. This is aimed at connecting analytics and insights to campaigns without being involved in the media purchase, said the article.

The unit can connect its insights with WPP data sources like Kantar Shopcom, which provides retail purchase data, or Rentrak, a provider of set-top box data that WPP owns a stake in.

The new company is made up of existing WPP firms Ohal, a London-based marketing effectiveness agency, and Meritus, a Bangalore-based data analytics shop, said the agency.

At present, Asia Pacific operations will be managed by Sunder Muthuraman, global chief strategy officer and CEO, APAC out of Bengaluru. A spokesperson told Marketing that a team in Singapore would be set up subsequently.

Muthuraman, worldwide chief strategy officer and CEO APAC, said: “At Gain Theory we will offer marketers through bespoke analytical solutions. Our solutions will bring intellectual capital in marketing analytics, big data, technology, media and customer relationship management to drive successful marketing decisions. Our goal is to create a new, independent and unbiased consultancy that will help marketers on the journey from data to outcomes and make smarter, faster predictive marketing decisions.”

Muthuraman was previously managing partner at Meritus Analytics. Gain Theory will have hubs in New York, London and Bangalore.

[Image by Shutterstock]