Mindshare Strikes Big Data Deal

WPP division Mindshare has announced an exclusive partnership with big data specialist Crayon Data, whose systems will support its planning, insights and consultancy offerings, with particular emphasis on developing 'Adaptive Marketing'.

Crayon's SimplerChoices platform is an off-the-shelf big data analytics offering including a 'proprietary taste algorithm' which it says helps zero in on what a person really wants. The company is based in Singapore with a development centre in Chennai, India.

Mindshare says the move towards adaptive marketing is affecting how it thinks about services, products and ways of working, and the new agreement will enable it to help marketers with consumer profiling and segmentation, targeting and tracking across a range of media.

Mindshare Chief Client Officer APAC Sudipto Roy comments: '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, organisations fail.'

The two firms are online at www.crayondata.com and www.mindshareworld.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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