Entropia launches new tool to unify campaigns, e-commerce and CRM

Entropia has launched INTEGRITY, a new communications planning process and tool suite, which is aimed to bring "traditionally disparate areas of campaigns, commerce and CRM into a single, unified strategic thinking".INTEGRITY is built around the belief of media as CX - putting media as key to a complete customer experience. According to Entropia, media plans need to adhere to and enhance the total customer experience with an integrated view running across touchpoints is key to that. Traditionally, while media planning and buying happens via media agencies, CRM and shopper or e-commerce acquisition media were mostly done via specialists or in-house departments.In recent years, this has further fragmented as some clients began using super specialists for digital buys; be it search, social, mobile or programmatic, explained Prashant Kumar, senior partner, Entropia. He added that the new tool is designed to bring these three areas together into one journey of choice, experience and relationship.“If you look at the process of demand generation, it has split along three key fault lines, data, platforms and content - creating complexity, inefficiency and lack of synergy," he said. The company said its INTEGRITY process begins with a growth hypothesis which targets to shapes custom experiences that are then brought to people through adaptive distribution in media. Along the way, it plugs into the customer journey, marrying right moments with personalised content and mining anticipatory intelligence to maximise impact.Earlier this year, Entropia launched its data consulting arm, Sentient that sought to match big data with big ideas.