Mindshare Launches Integrated Media Data Platform

WPP's global media network Mindshare has launched a data-driven marketing intelligence platform called CORE, which combines its own media data and consumer insight capabilities with sources including Visible Measures, Nielsen, Acxiom and Adobe.

CORE promises to help analysts and non-technical users make decisions on marketing spend, audience targeting, and creative optimisation, providing an integrated single source of marketing intelligence. This source contains data on media channel spend; media performance; paid and owned media audiences; and real-time trading; along with third party data covering household expenditure, demographics, and online behaviour.

Data from the service's seven partners includes Acxiom's audience demographics, Adobe's data visualisation and modelling, retail intelligence from MySupermarket, digital media performance from Nielsen, and online video activity intelligence from Visible Measures.

Steve Plimsoll (pictured), CTO Mindshare Worldwide and CORE project leader comments: 'By leveraging insight from across Mindshare's global network and client base and cherry picking the best technology and data providers, we've been able to create a solution that delivers marketing intelligence across all aspects of the marketing ecosystem. Gone are the traditional data silos / black boxes and complicated coding historically needed for marketing professionals to access or ask questions of the data.'

Web site: www.mindshareworld.com .