• by Steve McClellan  @mp_mcclellan, January 30, 2014

GroupM has launched a new data analytics division to assess the performance of marketing initiatives targeting multicultural audience segments. 

The new division, called Multicultural Marketing Analytics, will be led by Mebrulin Francisco, a market research veteran in the multicultural arena.  

The new unit will become part of GroupM Multicultural, which the company started last April.  Francisco will report to the president of that unit, Gonzalo Del Fa.  Francisco is based in New York and her appointment is effective immediately. 

According to Del Fa, Francisco is tasked with helping clients understand “how to use data and drive business results in the multicultural marketplace.”  

Previously Francisco was with Omnicom Media Group Direct, where she worked as Associate Director of Data Science. Earlier she worked as a supervisor of analytics and insight at GroupM media agency MEC. She has worked with numerous U.S. marketers covering a broad range of products and services including Citi, Macy’s, Barclays, MetLife, Progressive, Colgate, among others.