Mindshare's FAST ties up with Crayon Data

As part of the collaboration, Crayon Data will provide customised analytics services for FAST Hub.

Singapore-based Crayon Data, a big data start-up, has partnered with global media agency Mindshare to incorporate Crayon's SimplerChoicesTM platform and algorithm based ad-targetting to form a single proposition to clients. In effect, Crayon Data's proprietary platform SimplerChoicesTM, harnesses the power of big data and uses complex machine-learning techniques, to apply cognitive thinking algorithms to collected data. Hence, it will act as a storehouse of information and insights for FAST.

It is pertinent to note here that Mindshare APAC had launched FAST (Future Adaptive Specialist Team), a solution suite, which aims to provide data-led adaptive marketing services in August this year. The launch of FAST had involved industry leaders GroupM, Kantar, WPP Data Alliance and Jivox. FAST's solutions currently target five vertical market segments: consumer packaged goods (CPG), banking, consumer healthcare, telecommunications, and automotive.

"Marketers are drowning in data, struggling to exploit it and connect with consumers in mutually desirable ways," says Gowthaman Ragothaman, chief operating officer, Mindshare Asia- Pacific.

Suresh Shankar, founder, Crayon Data, adds, "Media, analytics and behaviour is all going digital, and choices are proliferating in every aspect of our life, from media to daily decisions. Combining Mindshare's proprietary data and research with Crayon's data collection and analytical capability means even greater adaptive solutions for marketers."

According to Shankar, with Crayon, FAST has the ability to build real time profiles and personalised engagement solutions for enterprises to offer to their consumers. "There's a data storm coming. FAST is every marketer's bunker to weather it," he says.