GroupM’s Kieley Taylor Discussed How WeChat’s ‘Closed Loop’ Could Help Advance Attribution

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Attribution will continue to remain aspirational in 2019, according to Kieley Taylor, Managing Partner, Global Head of Social at GroupM. But brands may be able to learn from China’s largest social media network, WeChat.

The Chinese app has evolved far beyond messaging and is used to facilitate banking and payments, ecommerce, entertainment, dining, city services, utility services, transportation and healthcare.

 “The thing that is most fascinating to me is WeChat is a completely closed loop ecosystem, which means they have a tonne of opportunity for attribution because they also are the processor of payment,” Taylor told Which-50.

Read the full article WHICH-50 article here.

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