Data increasingly powers every element of the marketing mix –source of growth, consumer performance, content creation, mix optimization and measurement. Mindshare is a leader in providing strategic media and data driven solutions to its clients, whether it’s through our data analytic tools Kyve or FAST. Adaptive Marketing is the driving philosophy of Mindshare and data is the core of Adaptive Marketing.
Every stage of the marketing loop – starting from defining source of business, through consumer insight, strategic direction, campaign planning, implementation and finally measurement & redeployment of learning – is defined by data. It supplements intuition, strengthens conviction and drives accountability.
At the outset, data drives the definition of the marketing objective. Where is the next wave of growth for the brand? Which market, consumer cohort and product mix is most likely to drive growth?
Consumer understanding has always been powered by a mix of intuition and data. While intuition is still critical, the nature of data has changed exponentially. From sample-based studies that were based on claimed behavior to census-level understanding of actual behavior and intent, we now have a much richer appreciation of the consumer.
And this also led Mindshare to winning an award at the i-Com Digital Creativity Awards for their innovative mobile campaign for Castrol. To promote the latest offering by Castrol for mini-truck drivers, Mindshare India commissioned a research and based on the findings developed the campaign. This data allowed them to identify key pockets where their target audience was present and come up with a targeted campaign using them as influencers among their peers. The team managed to reach out to almost 85% drivers pushing sales by 40% for Castrol India.
This has translated to a much more agile manner of targeting the consumer in media. There is a marked shift from buying inventory to buying audiences. And customizing the messaging to them in real-time
While data-rich categories like BFSI, Hospitality, Ecommerce and Retail have led the adoption of these practices, it is rapidly getting adopted and customized across all major categories.
We believe Mindshare is best placed to leverage the power of data to drive business & marketing results for our clients. We bring together long-standing relationships with blue-chip clients, industry-leading data & content partnerships, dominant scale and the ability to integrate an end-to-end solution.
Mindshare’s philosophy is to help clients grow their business & drive profitability through Adaptive Marketing. And data is at the very heart of adaptive marketing.
It drives FAST (Future Adaptive Specialist Teams), our approach to real-time marketing. It comes to life in the LOOP, our real-time business command centre. It reflects in the diversity of talent (Data scientists and Technology leaders) not typically seen in a communications agency.