Mindshare, along with GroupM announced that they will bring their global alliance with Crayon Data, among the most innovative global big data start-ups, to Indian enterprises. This comes hot on the heels of the announcement
last week, of Ratan Tata’s investment in Crayon Data.
Speaking on the move, CVL Srinivas,
India CEO, GroupM, said, “GroupM is changing the way marketers approach
the business of media. Together with the WPP data alliance, bringing the
Crayon Data proposition to India reflects our ambition to know more
deeply than anyone else the tastes of Indian consumers and use that to
help our clients target them better”.
Together, GroupM, Mindshare and Crayon
Data aim to map the taste of millions of Indian consumers, which will
allow enterprises to target consumers more precisely.
Commenting on the development, Prasanth
Kumar, CEO, Mindshare South Asia, said “Through this alliance,
Mindshare’s proprietary data and research are further enriched with
Crayon Data’s analytics. This will help us bring in both agility and
adaptive solutions for our clients. Understanding the tastes and
mind-set of consumers is extremely important and will be a great
advantage for us especially since there is a strong focus on digital. In
our journey to understand our consumers even better, this will be a
great advantage.”
Crayon Data, a Singapore based big data
start-up, has built a proprietary big data platform called
SimplerChoicesTM that allows it to ingest, curate and algorithmically
predict the tastes of millions of consumers.
“As life goes digital, and choices
proliferate in every aspect of our life, we will move to a world centred
around personalisation, where companies understand tastes and
preferences at an individual level, and use that to make choices simple
and relevant for their consumers”, commented Suresh Shankar, Founder,
Crayon Data.
In India, the GroupM and Mindshare
partnership with Crayon Data, will create a data coalition across media
agencies and media owners, to deliver the vision of offering
personalised choices to millions of Indian consumers.
