Home  › Marketing › Strategies
sean-finnegan

Geomentum Refines Focus Under Sean Finnegan

  |  February 22, 2011   |  Comments

Finnegan is making this "unit" of Mediabrands act more like a full-service agency.

sean-finneganLocal is so hot right now, and nobody is more local than Geomentum, the hyper-specific targeting unit of Mediabrands that parent company Interpublic Group launched in 2009. By combining consumer data, often down to the household level, with detailed local media analysis, Geomentum claims to bring digital accuracy to analog advertising.

In December, former president and chief digital officer at Starcom MediaVest Group Sean Finnegan took over as CEO of Geomentum. At barely 18 months old, Geomentum isn't quite in need of a course correction, said Mr. Finnegan. But he is putting his stamp on it, namely, making this "unit" of Mediabrands act more like a full-service, client facing agency.

"I think the vision going out was that it was purely about the technology and being able to deliver a hyper-local type consultancy approach," he said. "I'm refocusing our efforts in the area of client service, insights and technology to be more of an organic benefit to our client base."

That client base, which accounts for about $2 billion in spending by IPG clients annually, is heavy with retailers looking to goose profits in specific stores. Geomentum is cagey about discussing client specifics, but a blind case study it shared with ClickZ shows how the agency works.

A technology and software company that's become known as a consumer and entertainment brand was looking to expand its retail stores into new markets. While the brand's products scored high marks for recognition, its status as a retailer lagged behind.

Geomentum was asked to raise in-store conversions by 40 percent by going after the brand's target consumer, tech-savvy music lovers with higher-than-average household incomes. The goal was to figure out where they lived in relation to the store, and what it would take to get them in.

Geomentum's process is twofold: First it gleans consumer data from loyalty cards, shopper surveys and purchase behavior tied to Zip codes, creating a map of consumer habits that can be specific down to the household level. It then combines that data with proprietary insights into the efficacy of various media in those areas. The resulting analysis should predict which media and message are best suited to motivate consumers in any region.

In the case of the technology retail client, Geomentum determined that the target consumer lived within a 30-minute drive of the store and was best reached through a combination of SEM, streaming radio ads and Sunday circulars. The creative was also highly specific to different consumers; for example, the SEM plan included different landing pages for fathers and recent graduates, with special offers for each. Streaming radio ads were customized by Zip code.

The result was a 69 percent lift in sales. Geomentum also claimed that its campaign delivered 10 times greater performance than the client's previous DMA-level media buy.

Of course, the success of such an approach is dependent on the quality and quantity of data, both on consumers and the media. For Geomentum, much of the work going forward consists of obtaining and analyzing that data, which can be difficult in a shifting media market. But Finnegan claims the agency is "ahead of schedule and without a lot of competition in this market."

Finnegan said Geomentum, based in Chicago, is also working to automate much of the process, which due to the analog nature of much of it, is still being done on paper. "Time may slow up the process," he said, "but it doesn't slow up the results."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...