Mindshare has joined hands with Big Data company Crayon Data with an aim to develop its Adaptive Marketing offering in the Asia Pacific region. This will help Mindshare to identify different consumer profiles and segments and target them across different media channels.
Singapore-based Crayon offers the SimplerChoices platform, which provides a ‘proprietary taste algorithm’ that aims to help companies zero in on what a person really wants. The company also has a development centre in Chennai.
For Mindshare, the key focus is on adaptive marketing with emphasis on value and impact rather than a traditional process. Capture, storage, transfer and analysis of data pose complex data challenge.
According to Sudipto Roy, Chief Client Officer - APAC and Chairman of Mindshare’s Products, Partnerships & Services Council, the complexity surrounding the collection of data is one of the key business challenges today. “It’s a fundamental requirement of business success. Without the ability to support customer needs, organisations fail,” he added.