Mindshare has entered into an exclusive partnership with big data outfit Crayon Data to power its planning, insights and consultancy offering.
The partnership aims to allow greater adaptive solutions for marketers, to identify different consumer profiles and segments, and to target and track profiles across a complex range of media channels, including social media and video.
Mindshare said this partnership continues its focus on developing leadership in Adaptive Marketing – a shift that is impacting how the agency thinks about services, products and ways of working.
Sudipto Roy (pictured), chief client officer APAC and chairman of Mindshare’s Products, Partnerships & Services council, said: “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 agency has identified Adaptive Marketing as the future of marketing and advertising, focusing marketing efforts on value and impact rather than a traditional process.
Source: press release