Mindshare and GroupM have announced that they will bring their global alliance with analytics player Crayon Data to India.
Crayon Data already has a presence in India through an office in Chennai, but work on Indian clients has now begun with this announcement.
Together, GroupM, Mindshare and Crayon Data aim to map millions of Indian consumers, which will allow enterprises to target consumers more precisely.
CVL Srinivas, CEO, India, 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."
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 mindset 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."
Suresh Shankar, founder, Crayon Data, said, "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”.
Crayon Data is a Singapore-based big data start-up.