Singapore-based Crayon Data joins Mindshare and industry leaders GroupM, Kantar, WPP Data Alliance and Jivox to create real-time marketing solutions
BestMediaInfo Bureau | Delhi | November 6, 2015
In 2014, Crayon Data, an innovative big data start-up, entered into a partnership with Mindshare to develop real time targeting solutions. Mindshare and Crayon brought together formidable synergies. They incorporated Crayonâs SimplerChoicesplatform and algorithm based ad-targeting and personalization capabilities and Mindshareâs marketing ability, to form a single proposition to clients. The vision was to work together to build new products, effectively integrating Mindshareâs digital assets and data into Crayonâs SimplerChoices platform to build innovative products.
Last week, this partnership bore fruit with the launch ofÂ FAST (Future Adaptive Specialist Team) Services, a unique solution suite, which aims to provide data led adaptive marketing services to brands. This suite will help brands make sense of the deluge of data that is engulfing marketing communications.
âMarketers are drowning in data, struggling with how to best exploit it, to connect with consumers in mutually desirable ways,â said Gowthaman Ragothaman, Chief Operating Officer, Mindshare Asia Pacific.
Thatâs not the end of it.
An enterpriseâs internal data is not sufficient to understand how consumersâ tastes are evolving and what is relevant at the moment. Crayon Dataâs proprietary platform, SimplerChoices, harnesses the power of big data and uses complex machine-learning techniques, to apply cognitive thinking algorithms to collected data. This provides a lethal storehouse of information and insights for FAST.
The launch of FASTÂ in Singapore, is a response to the growing demand in emerging markets for data-led marketing initiatives.
Suresh Shankar, Founder of Crayon Data, said, âMedia, analytics and behaviour is all going digital, and choices are proliferating, in every aspect of our life from media to daily decisions. Combining Mindshareâs proprietary data and research with Crayonâs data collection and analytical capability means even greater adaptive solutions for marketers. With Crayon, FAST has the ability to build real-time profiles and personalised engagement solutions for enterprises to offer to their consumers.Thereâs a data storm coming. FAST is every marketerâs bunker to weather it.â
FASTâs solutions currently target five vertical market segments: consumer packaged goods (CPG), banking, consumer healthcare, telecommunications and automotive.