MIDDLE EAST five years ago . So , for us , the demands have changed because not only do clients rely on us provide the right advice to deliver on our promise to drive success for those clients , partners and people .”
This is where [ m ] PLATFORM comes in . [ m ] PLATFORM represents a key differentiator for GroupM , allowing it to gain insights into audiences like no other agency or provider could .
As Siddons notes , the industry has changed and so too has the market , and this forced GroupM to re-examine its process and service solution .
“ The industry has grown ,” he says . “ As that market has changed , we looked at our operating model . Do we buy other businesses ? Do we build our own technology ? Or do we partner with other businesses ? How do we stand tall above other players ?’’
“ It became clear to us that understanding our audiences and being able to use and apply scale to that was going to be a big differentiator .”
What [ m ] PLATFORM does is provide clients with the best in class audience insight , data analysis and visualization tools on a global scale .
But as Vaczi points out , “ It ’ s more than just audience and data analytics . It ’ s about identity and actually turning the data into value and being able to provide actionable insights .’’
“ We use sophisticated artificial intelligence to turn data into insight and then into actions , which is unique to this region . But let ’ s not forget that there is still a huge people element to this .”
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