Mindshare launches open source data marketing intelligence platform
19 Jun 2012: Mindshare, the global marketing services and media network, has partnered with a roster of best-in-class technology and data partners including Acxiom and Adobe to create CORE, a first-of-its-kind user-centric and open source data-driven marketing intelligence platform.
The company believes that CORE will empower both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real-time. The platform allows marketers to mix their business intelligence data - CRM, sales and supply chain - 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 transactional, demographic and behavioural data and insight at a granular level, eradicating the guesswork, latency and siloed nature of marketing-spend decision making.
CORE’s single source data stream is created by bringing together all the media data and consumer insight capabilities of Mindshare and the leading global thirds party data enhancement services (detailed below), to create an always-on data resource, which when mixed with brand held data, delivers actionable insights to marketers in real-time.
Having already proved itself in initial client testing CORE is now ready for deployment to clients across the world, says Mindshare.
Nick Emery, CEO, Mindshare Worldwide said: “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.”
Steve Plimsoll, CTO Mindshare Worldwide and CORE project leader said: “By leveraging insight and requirements from across Mindshare’s global network and client base in the design and the 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.”
CORE is powered by the following partners:
- 24/7 Media: Cookie container tag and synching technology, including the provision of a unique “index cookie” for the solution
- Ab Initio: Core’s data management infrastructure, including, data integration, data quality, reference data management, data storage and operational data query
- Acxiom: Audience intelligence (demographic, lifestyle and segmentation) data enhancement
- Adobe: Core end user interface for data visualisation, modelling, data mining and reporting
- Exponential (Tribal Fusion): Audience intelligence (online behaviour) data enhancement
- MySupermarket: Retail intelligence (basket contents, product interaction and consumer behaviour) data enhancement
- Nielsen: Digital media performance (digital GRP) reporting using Nielsen Online Campaign Ratings and Nielsen Cross-Platform Campaign Ratings
- Visible Measures: Online and social digital video activity, including paid, viral sharing and derivative content intelligence
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