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Singapore’s Crayon Data partners WPP agencies to enter Indian market

MUMBAI: Singapore’s global big data start-up Crayon Data has entered the Indian market in partnership with WPP-owned media agencies Mindshare and GroupM.

The foray is an extension of the global alliance between Mindshare and Crayon Data.

GroupM, Mindshare and Crayon Data aim to map the taste of millions of Indian consumers, which will allow enterprises to target consumers more precisely. The development comes hot on the heels of Ratan Tata’s investment in Crayon Data.

The partnership will create a unique data coalition across media agencies and media owners to deliver the vision of offering personalised choices to millions of Indian consumers.

“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,” said GroupM India CEO CVL Srinivas.

Mindshare South Asia CEO Prasanth Kumar 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 mind-set 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.”

Crayon Data founder Suresh Shankar 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, a Singapore-based big data start-up, has built a proprietary big data platform called SimplerChoices that allows it to ingest, curate and algorithmically predict the tastes of millions of consumers.

It has developed a global “consumer taste graph”, which maps choices across 15 categories, using machine learning and complex algorithms. This taste graph is then mapped to vast internal (enterprise) and external (online and social) data sets to generate a unique taste fingerprint of each consumer. This taste fingerprint in turn allows it to provide a set of highly personalised choices, to consumers of its enterprise clients.

Bringing Crayon Data is a part of WPP’s move towards a data-led approach to marketing. Mindshare partnered with Crayon Data in 2014, and has seen significant success in other Asia-Pacific markets, in algorithm based ad-targeting and personalisation capabilities.