Mindshare partners Crayon Data to build on adaptive strengths

05 Aug,2014

By A Correspondent


In what is being billed as a landmark move, Mindshare has entered into an exclusive partnership with Big Data firm Crayon Data to power its planning, insights and consultancy offering.


Combining Mindshare’s proprietary data and research with Crayon Data’s data collection and analytical capability, means even greater adaptive solutions for marketers, providing an ability to not only identify different consumer profiles and segments, but to also target and track those profiles across a complex range of media channels, including social media and video.


For Mindshare, this partnership continues their focus on developing leadership in Adaptive Marketing, a shift that is impacting how the agency thinks about services, products and ways of working.


Said Sudipto Roy, Chief Client Officer APAC and Chairman of Mindshare’s Products, Partnerships & Services: “One of today’s key business challenges is the complexity surrounding the collection of data making traditional database processing and management tools ineffective in helping clients make optimal decisions about their customers’ needs. It’s a fundamental requirement of business success. Without the ability to support customer needs, organizations fail.”


Suresh Shankar, Founding Director at Crayon Data, added: “Media, analytics and behaviour is all going digital, and choices are proliferating in every aspect of our life from media to daily decisions. The partnership seeks to marry Mindshare’s media data sets and expertise, and its innovations like Loop Room, with Crayon’s choice engines, algorithms, and Taste/Interest graphs. This partnership forms part of a big transformation and caters to our mission of turning the misery of choosing into the magic of choice.”


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