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Tech revolutionises Marketing: Insights from Steve Plimsoll, CTO, Mindshare Worldwide

03-October-2012
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Tech revolutionises Marketing: Insights from Steve Plimsoll, CTO, Mindshare Worldwide

For those who are yet to understand how technology changes the game for media agencies and media service brands, Mindshare Worldwide’s Chief Technology Officer Steve Plimsoll is quite a guiding light. Plimsoll is not only responsible for Mindshare’s global technology and data vision but also the development and implementation of the company’s global technology product and information technology systems.

He is credited as the leader behind one of Mindshare’s most coveted projects – CORE, the user-centric, open source data driven marketing intelligence platform that for many, has revolutionised marketing decision making. CORE, which is a new benchmark in what technology can achieve for marketing, is active with one of Mindshare’s largest clients at present.

Plimsoll is in India for the exchange4media Conclave, presented by Jagran. The exchange4media Conclave, which is a by-registration or invitation event only, will take place in Delhi on October 22, 2012 and in Mumbai on October 23, 2012.

CORE enables marketers to mix their business intelligence (CRM, sales and supply chain) data with an integrated single source of marketing intelligence. This single source contains media channel spend and performance data; social data; paid and owned media audience data; in-stream data; third party (household expenditure/ demographic/ online behaviours, etc) data and real-time trading data. When mixed with the business intelligence, this reveals consumer actions and insight at a granular level, eradicating the guesswork, latency and siloed nature of marketing-spend decision making.

CORE’s single source data stream is created by bringing together all the media data and consumer insight capabilities of Mindshare and various global third party data enhancement services to create an always-on data resource, which when mixed with brand held data, delivers actionable insights to marketers in real-time.

Plimsoll admits that making CORE a reality was no mean feat. With more than 10 years of experience leading the design and implementation of end-to-end, multi-channel, cross-border marketing, advertising, CRM and e-commerce disruptive technology projects, Plimsoll’s deep understanding of business intelligence design and analytics, and a keen awareness of how business, creative and technical concepts intertwine to create successful business solutions gives him a unique insight into not only architecting but also delivering transformational market leading solutions.

He joined Mindshare from Acxiom where he held the roles of European Vice President of Consulting and Multi-Channel Marketing Services, responsible for marketing strategy, technology and analytics consulting as well as the integration and evolution of Acxiom’s marketing and advertising solutions including; data visualisation, CRM, marketing automation, advertising/media targeting, email, mobile and direct channels in addition to running the European agency business. Prior to this, Plimsoll held various senior global roles at FutureBrand, Digitas, Wunderman, Flytxt and Ogilvy.

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