At Cannes 2012, Mindshare announced the launch of its marketing intelligence platform, CORE. The platform, positioned as a user-centric and open source data-driven platform, has been created in partnership with several technology and data companies. It is expected to empower both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real-time.
Commenting on the development, Nick Emery, chief executive officer, Mindshare Worldwide, said, “We have invested heavily in developing CORE because we believe it is the future of marketing. We are bringing together state of the art technology providers to truly deliver real time business and media data. Everyone claims this with some empty dashboard, we are doing it. It’s a step change for our industry and I’m proud that we are leading the charge.”
CORE is aimed at enabling marketers to mix their business intelligence (CRM, sales and supply chain) data with an integrated single source of marketing intelligence. This single source contains media channel spend and performance data; social data; paid and owned media audience data; in-stream data; third party (household expenditure / demographic / online behaviours, etc) data and real-time trading data. When mixed with the business intelligence, this reveals consumer actions and insight at a granular level, eradicating the guesswork, latency and siloed nature of marketing-spend decision making, according to a Mindshare statement.
Steve Plimsoll, chief technology officer, Mindshare Worldwide and CORE project leader, said, “By leveraging insight and requirements from across Mindshare’s global network and client base in the design and the cherry picking the global best in class technology and data providers for the development, we’ve been able to create an enviable solution that delivers institutional marketing intelligence across all aspects of the marketing ecosystem - be they above or below the line, product or consumer centric. Gone are the traditional data silos / black boxes and the need for complicated coding or middle men (IT) historically needed for marketing professionals to access or ask questions of the data. Data now truly is at their fingertips.”
Sandeep Pandey, principal partner, consulting, analytics and intelligence, Mindshare India, added, “Data analytics have assumed the status of a strategic tool over the last few years and a meaningful analytics exercise involves the generation of insights through data modeling. To me half the battle is won if you have robust consumer knowledge from disparate sources of data and CORE is built to facilitate exactly that for our clients. Indian businesses are increasingly adopting analytics in their processes to improve efficiency and profits and we believe CORE would help us achieve that.”
The agency has already implemented the platform for one client, and is now planning to deploy it for clients across the world. Mindshare's partners for the platform are 24/7 Media (cookie container tag and synching technology), Ab Initio (data management), Acxiom (audience intelligence), Adobe (user interface), Exponential (online behaviour of audience), MySupermarket (retail intelligence), Nielsen Digital (media performance) and Visible Measures (online and social digital video activity).
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