Logicserve Digital, the Indian media agency arm of Logicserve Group, and Clairvoyant, a big data consulting company, have entered into a strategic partnership to solve some of the major challenges in digital marketing. The companies will work on multiple projects in phases to design and build systems for solving some key challenges around garnering insights from massive amounts of marketing data.
Marketers traditionally have been dealing with the challenge of deciding the right mix of channels and budget allocations across those channels to maximise the impact of their marketing activities. With the explosion of digital media and associated customer data, the practice of relying on marketing experience is not enough to make the most out of marketing spend. The emergence of various AdTech systems that provide huge data sets on consumer behaviour makes the problem even more complex for decision-making.
At the initial phase of the partnership, Logicserve Digital and Clairvoyant plan to address this challenge and will work on a media mix model that will provide advertisers insights into which media mix is the best for a given budget or business objective. The model will leverage advanced machine learning techniques to continually optimise itself based on the advertiserâs usage over an extended period of time.
In this complementary partnership, Logicserve Digital will bring their expertise in digital marketing while Clairvoyant will provide their data science expertise.
Speaking about the partnership, Vinay Tamboli, Senior VP, Analytics and Consulting Services, Logicserve Digital, said, âWe are really excited to partner with Clairvoyant. This opens up a plethora of opportunities to advance our ambitious plan for data-driven marketing. Logicserve Digital and Clairvoyant are strongly positioned to solve some pressing industry challenges around marketing spends and its efficiency. The new system will help brands achieve their business objectives at an optimal cost with the right mix of media channels.â
Amita Mirajkar, Director and Co-Founder, Clairvoyant India, said, âLogicserve Digital is a well-respected leader in digital marketing, managing brands across various sectors. Combined with our expertise in data science, artificial intelligence and leveraging big data, this partnership is ideal for creating a robust platform that can help marketers tackle some of the key challenges they face on a regular basis. We are confident that this partnership will create a win-win situation for us, as well as the larger marketing industry in the long run.â
Prasad Shejale, Co-Founder and CEO, Logicserve Digital, said, âTodayâs consumers donât go online but almost live online. They are leaving behind a plethora of behavioural data throughout their consumer journey across adtech, martech and different adserving platforms used by brands. This creates a challenge as well as an opportunity for marketers to build models around various parameters to understand consumer behaviour, tweak their journey and predict outcomes. Logicserve Digitalâs partnership with Clairvoyant will help unlock the potential of data across systems and build solid data science driven solutions for our clients. These solutions will strengthen the predictability in activities like media planning, personalised messaging, etc leading to better consumer experiences.âÂ Â Â