Paradigm is Now Available for All Clients Across the Nordics

Paradigm, first introduced 3 years ago to selected clients and now available to all GroupM clients, will empower advertisers to make better digital marketing investment decisions and get the most out of every advertising penny spent. 

September 2, 2024 – GroupM has announced a significant upscaling of their award-winning, cookieless measurement and attribution solution, Paradigm, which will now be available to all GroupM clients across the Nordics. The solution was built 3 years ago to provide clients with one source of truth for their digital performance data, ensuring 100% accuracy in performance measurement and as such solving the over-attribution challenge that most advertisers struggle with.

“The need for better and more accurate marketing effect measurement has only become more pronounced among advertisers in the last year. Amongst the different measurement solutions now available, Paradigm stands out as the result of 3 years of innovative work and refinement, leading to state of the art-technology and well-documented results for clients”, says Nicolas Blanc, Managing Director of Acceleration Nordic, GroupM’s data and tech consultancy unit.

Paradigm identifies which of your digital marketing investments are actually driving conversions and revenue and provides tangible recommendations on how to best allocate your digital media budget. But the solution also creates more transparency between GroupM and their clients.

“With Paradigm we’ve created one source of truth; a dynamic platform, where both the client and the agency have access to real-time performance insights. This doesn’t just minimize unnecessary time and resources spent on reporting but also allows for a client-agency relationship, where we can have an open discussion about what’s actually driving incremental growth and which recommendation to pursue to maximize it, says Nicolas Blanc.

Paradigm is integrated with all major advertising platforms and harnesses the power of cloud technology and advanced modelling techniques. It works by taking advertisers’ campaign data and gathering it in a dynamicdashboard, where they can track and evaluate their digital media investments daily. Paradigm not only shows advertisers the incremental effect of their current investment but also provides clear recommendations for digital media attribution, e.g. by showcasing how spend should be allocated daily for maximum effect and providing pacing recommendations for campaign periods.

“This empowers our clients to drive informed growth decisions while also enabling them to navigate the increasingly complex privacy landscape, where data regulations make it nearly impossible to track the path to purchase and determine the true effectiveness of marketing efforts,” says Nicolas Blanc.

A challenge many of GroupM’s clients experience, one of which was Specsavers, who they implemented the solution for 3 years ago. With Paradigm Specsavers was able to save 3+ million DKK annually in media investments and gain +22 million DKK in incremental turnover from the saved media budget, which was reinvested in other recommended media groups, leading to a 16% lower cost per acquisition.

“Given today’s complexity in attributing conversions to the correct digital media activities, it is becoming increasingly important for us to work with a holistic and future-proof attribution solution to ensure that Specsavers media investment is optimized for maximizing our selected business KPIs. Paradigm is a solution that solves exactly that”, Specsavers, North Europe Region.

This technology, which is now available for all GroupM clients, has already been awarded with multiple industry award recognitions, most notably with “Gold at the I-COM Data Creativity Awards for Performance Measurement” in 2023.

GroupM has since then implemented Paradigm for several clients across the Nordics, such as Danske Spil, Storytel, Telia, and Aller Media. The group has now fine-tuned and upscaled the solution, so even more clients can understand the true impact of their digital marketing investments.

Whether there are any requirements needed to get started with Paradigm, Nicolas Blanc clarifies: “Naturally, it does require that clients have accumulated a somewhat robust data set for them to start reaping the benefits of Paradigm from the get-go. If that’s not the case, however, we can help them build this data foundation as well”.

Learn more about Paradigm and the groundbreaking results it has yielded for clients here. 

About Paradigm

• Holistic: Paradigm gathers data across all platforms and puts them on equal footing, providing advertisers with truly reliable data.
• Future-proof: Paradigm doesn’t rely on cookies, making advertisers completely privacy-compliant and unaffected by potential future data regulations.
• Dynamic: Paradigm allows you to optimize your budget daily – all year long.
• Predictive: With forward-looking attribution, Paradigm reassesses and forecasts advertisers’ future digital investments.