Mindshare has announced its exclusive partnership with Crayon Data to develop real time targeting solutions.
Crayon Data is a big data start-up headquartered in Singapore, which commenced operations in end-2012. As reported by Campaign India, its lead investor and co-founder is former VivaKi chair Srikant Sastri, and founder is Suresh V Shankar (see below). The company has a development centre in Chennai.
The partnership will leverage Crayon’s proprietary ‘Taste’ and ‘Interest Graphs’, informed a Mindshare statement.
It added that Crayon’s Taste Graph maps consumers globally on an anonymised basis, with over 600 million nodes across nine categories. The intent is to reach a billion nodes by end-2014.
Crayon’s Interest Graph maps business interests of over 10 million enterprises with 500 million data points.
Mindshare will integrate these graphs into 150-plus data feeds in its ‘Loop Room’.
“This helps sharpen communication strategies in real time, and adapt the same to establish personalised linkages with millions of consumers, thereby increasing the RoI of marketing investments manifold,” the statement said.
"Demographic targeting is a thing of the past, but thus far no one has found a great alternative. The Mindshare-Crayon Data partnership provides us with an industry-leading model of targeting based on tastes and preferences, combined with supreme real time targeting. No one in the market offers this capability today,” said Deepika Nikhilender, CEO, growth and emerging market solutions, Mindshare.
"Crayon Data is one of the first few partnerships we have established this year and we will soon complement and enhance this with more partnerships that lifts advertising beyond paid media into owned and earned media, across content marketing, sponsorships and native advertising," added Sudipto Roy, chief client officer, Mindshare Apac; chair - products, services and partnerships, Mindshare.
“Crayon’s choice engine and taste and interest graph marries the discovery afforded by vast external data sets, with the personal insights that can be spotted with enterprise data. Add Mindshare's media data sets and expertise, and its innovations like Loop Room, and we have something truly market-changing. Between us, we hope to fulfil our mission of ‘turning the misery of choosing into the magic of choice’,” said Shankar of Crayon Data.
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Her experience as client and on creative side made her 'standout choice'.