GroupM launches new multicultural analytics unit


GroupMThe new division, called Multicultural Marketing Analytics, is dedicated to researching, measuring and analyzing the performance of marketing initiatives targeting multicultural audience segments.

It 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.