MxMIndia

Tag: Suresh Shankar

  • The power of media giants GroupM, Mindshare and big data start-up Crayon Data, will now be brought to Indian enterprises

    Crayon Data enters Indian market in alliance with GroupM / Mindshare

    By A Correspondent

     

    Mindshare, along with GroupM, announced that they will bring their global alliance with Crayon Data, among the most innovative global big data start-ups, to Indian enterprises.

     

    This comes hot on the heels of the announcement last week, of Ratan Tata’s investment in Crayon Data. Together, GroupM, Mindshare and Crayon Data aim to map the taste of millions of Indian consumers, which will allow enterprises to target consumers more precisely.

     

    “GroupM is changing the way marketers approach the business of media. Together with the WPP data alliance, bringing the Crayon Data proposition to India reflects our ambition to know more deeply than anyone else the tastes of Indian consumers and use that to help our clients target them better,” says CVL Srinivas, India CEO of GroupM.

     

    Commenting on this, Prasanth Kumar, CEO of Mindshare South Asia said, “Through this alliance, Mindshare’s proprietary data and research are further enriched with Crayon Data’s analytics. This will help us bring in both agility and adaptive solutions for our clients. Understanding the tastes and mind-set of consumers is extremely important and will be a great advantage for us especially since there is a strong focus on digital. In our journey to understand our consumers even better, this will be a great advantage.”

     

    Suresh Shankar, founder of Crayon Data, said, “As life goes digital, and choices proliferate in every aspect of our life, we will move to a world centred around personalisation, where companies understand tastes and preferences at an individual level, and use that to make choices simple and relevant for their consumers”.

     

    In India, the GroupM and Mindshare partnership with Crayon Data, will create a unique data coalition across media agencies and media owners, to deliver the vision of offering personalised choices to millions of Indian consumers.

     

  • Singapore based Crayon Data joins Mindshare and industry leaders GroupM, Kantar, WPP Data Alliance and Jivox to create revolutionary, real-time marketing solutions

    Mindshare chooses Crayon Data to unveil FAST

    By A Correspondent

     

    In 2014, Crayon Data, one of the most innovative big data start-ups in the world, entered into a partnership with Mindshare to develop real time targeting solutions. Mindshare and Crayon brought together formidable synergies. They incorporated Crayon’s SimplerChoicesTM platform and algorithm based ad-targeting and personalization capabilities and Mindshare’s marketing ability, to form a single proposition to clients. The vision was to work together to build new products effectively integrating Mindshare’s digital assets and data into Crayon’s SimplerChoicesTM platform to build innovative products.

     

    Last week, this partnership bore fruit with the launch of FAST (Future Adaptive Specialist Team) Services - a unique solution suite, which aims to provide data led adaptive marketing services to brands. This suite will help brands make sense of the deluge of data that is engulfing marketing communications.

     

    “Marketers are drowning in data, struggling with how to best exploit it, to connect with consumers in mutually desirable ways,” said Gowthaman Ragothaman, Chief Operating Officer, Mindshare Asia Pacific.

     

    An enterprise’s internal data is not sufficient to understand how consumers’ tastes are evolving and what is relevant at the moment. Crayon Data’s proprietary platform, SimplerChoicesTM, harnesses the power of big data and uses complex machine-learning techniques, to apply cognitive thinking algorithms to collected data. This provides a lethal storehouse of information and insights for FAST.

     

    The launch of FAST in Singapore, is a response to the growing demand in emerging markets for data-led marketing initiatives.

     

    Suresh Shankar, founder of Crayon Data, said, “Media, analytics and behaviour is all going digital, and choices are proliferating, in every aspect of our life from media to daily decisions. Combining Mindshare’s proprietary data and research with Crayon’s data collection and analytical capability means even greater adaptive solutions for marketers. With Crayon, FAST has the ability to build real-time profiles and personalised engagement solutions for enterprises to offer to their consumers. There’s a data storm coming. FAST is every marketer’s bunker to weather it.”

     

    FAST’s solutions currently target five vertical market segments: consumer packaged goods (CPG), banking, consumer healthcare, telecommunications and automotive.

     

  • Mindshare has entered into an exclusive partnership with Big Data firm Crayon Data to power its planning, insights and consultancy offering

    Mindshare partners Crayon Data to build on adaptive strengths

    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.”