Case Study: GroupM achieves more targeted campaigns with GWI

GroupM - Customer Case Study

GroupM, the world’s largest media investment group, needed a better way to understand audiences in the Malaysian market and move beyond traditional penetration and reach measures. To address this, the team turned to GWI and its custom data platform to gain deeper insight into audience behavior, especially around ethnicity, which is especially important for targeting in Malaysia.

Using GWI’s quarterly updated, user-friendly research platform, GroupM was able to access fast, market-specific insights and build more targeted, efficient campaigns. The result was more specific targeting, a deeper understanding of consumers, and a more efficient way to reach audiences, helping GroupM support clients with audience-centric solutions based on trusted data.

GroupM

Choo Choo Jiun Shyan

Senior Executive