Mindshare, the flagship media agency of GroupM, has strengthened its consulting and analytics discipline.
With the growing importance of data today in business, both small and large, this division of Mindshare shall partner with clients at GroupM and outside it in assisting them in making informed and robust decisions, based on insights rather than history or gut. It would shed greater light on unaddressed or un-measured issues such as digital attributions, integrated marketing return on investments, customer segmentation, predictive modelling, etc., based on research and analytics.
As a pioneer in ‘adaptive’ marketing, it also aims to partner with clients, to help them resolve strategic dilemmas of resource allocation and opportunity assessments to achieve best returns and higher value, through a host of consulting offerings.
The management at Mindshare believes that a media agency can set itself apart, with the capability to merge strategy with market intelligence and correct implementation.
In order to accomplish this vision, Mindshare has strengthened its team of consultants with talent from diverse fields focused on creating a task force that solicits problem solving and is comfortable with drawing insights from data. With a dedicated analytics support team to augment its consulting capability along with proprietary tools and its experience with top players, it is in a unique position to integrate information from internal and external sources.
Sandeep Pandey, Principal Partner - Consulting, Analytics & Intelligence, Mindshare said, “The fact that Mindshare has always been primarily analytics driven in its consulting approach has worked hugely in our favour. We have comfortably occupied the analytics space for over a decade now, when the industry was just beginning to talk about it. We have developed innovative assets that have been adopted successfully by a wide range of clients. Setting up a deep-skilled cross-industry practice was the obvious next step. Our analytics capability is mature and sharply focused on Big Data analytics. Our vision is to partner with our clients, own their strategic priorities and take them to the next level with analytics.”
Ravi Rao, Leader, Mindshare, South Asia added here, “The way out of the commoditised, low margin, corner that media agencies have painted themselves into, is not just in offering a 360-degree solution to marketers. It lies in offering strategic consulting. With our division dedicated to consulting and analytics, we hope to provide a complete solution to all our current and prospective clients.”
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