Mindshare launches marketing intelligence platform CORE

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | June 20, 2012
The user-centric and open source data-driven platform enables analysts and non-technical users to make marketing spend, audience targeting and creative optimisation decisions across touch points in real time.

Mindshare, along with a roster of technology and data partners, has created CORE, a first of its kind user-centric and open source data-driven marketing intelligence platform that enables analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real time.

CORE allows marketers to mix 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) 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 nature of marketing spend decision making.

Steve Plimsoll

Sandeep Pandey

Commenting on the launch, Nick Emery, CEO, Mindshare Worldwide, says, "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's single source data stream is created by bringing together the media data and consumer insight capabilities of Mindshare and the global third party data enhancement services to create a data resource, which when mixed with brand held data, delivers actionable insights to marketers in real time.

Steve Plimsoll, CTO, Mindshare Worldwide and CORE project leader, says, "By leveraging insight and requirements from across Mindshare's global network and client base in the design, and 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, adds, "Data analytics has assumed the status of a strategic tool over the last few years and a meaningful analytics exercise involves the generation of insights through data modelling. 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."

CORE is powered by 24/7 Media, Ab Initio, Acxiom, Adobe, Exponential (Tribal Fusion), MySupermarket, Nielsen and Visible Measures.

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