Publicis Groupe, the global marketing communications firm, has teamed up with search engine marketing intelligence agency AdGooroo to strengthen its data resources.
AdGooroo will provide Publicis Groupe entities SMG Search, Digitas, Moxie Interactive and Publicis Groupe Media, among others, with search query and data that will enable them to more closely monitor consumer trends.
“Having worked with AdGooroo in the past, we knew that it was a well-respected and reliable SEM intelligence agency that has continually provided us with robust display and search trend data,” said Stephen Governale, vice president and director of SMG Search.
“We knew that working closely with this partner would arm Publicis Groupe agencies across the network with valuable consumer insights that have broader implications across media platforms, not just search,” he added.
AdGooroo automates a number of competitive-intelligence and data-collection tasks, contributing to the processes of strategic campaign analysis, testing and optimization.
AdGooroo products, including keyword optimization and competitive intelligence tools, support strategic decision making and provide structure and direction for managing campaigns across platforms.
“This initiative will provide Publicis Groupe agencies with a reliable data resource that will mine search data for unique consumer insights and trends,” Governale said. “The hope is that it will help us bridge the gap between online search and offline behavior.
“This data will help better inform our media plans across platforms, understanding how and why the consumer searches will help us to create meaningful connections with them through any vehicle,” he added.