Mindshare, Gramener join hands to co-build data driven visual solutions

Mindshare, a part of GroupM, is partnering with data visualisation company Gramener to create data-driven visual solutions for actionable insights across the marketing and communications ecosystem.

Data increasingly powers every element of the marketing mix – source of growth, consumer behaviour, content creation, mix optimisation and measurement. This partnership leverages GroupM and Mindshare’s customer reach and Gramener’s visual analytics platform to create solutions that leverage dormant data assets and bring them alive through cutting edge visualisation.

The first project undertaken after the partnership was for English news channel Times Now on May 19, 2016, when the State Election results were announced. The team put together a unique, real time visualisation of historic and current data that helped Times Now stand out strongly in the news clutter and gave viewers a compelling visual data journalism experience.

Speaking about the data visualisation products created especially for Times Now, Arnab Goswami, Editor-in-Chief, Times Now, said, “We were able to collate historic data dating back to the year of independence, and with the help of the Mindshare and Gramener team, we showed our viewers the latest trends and changing political scenario of the country, as the results of the latest State Elections were announced on May 19, 2016. Our reportage on the elections was holistic, and the data presentation helped the viewer understand our political environment better with the in-depth analysis of our editorial team. The seamless workflow integration between the production teams of our news network and Gramener on a real time extremely fast paced election result day was a path breaker. I am absolutely delighted with this association.”

Mindshare is a leader in providing strategic media services to a host of blue-chip clients. Adaptive Marketing is the driving philosophy of Mindshare and data is at the core of Adaptive Marketing. This partnership will enable the creation of bespoke products in the data management and visualisation space.

Prasanth Kumar, CEO, Mindshare South Asia, said, “To truly deliver on our philosophy of Adaptive Marketing, it is critical that data is brought alive and put to best effect. Our partnership with Gramener will help us deliver this consistently and in a compelling fashion. We will announce our first joint product very soon.”

Naveen Gattu, Co-founder at Gramener, added here, “We are excited by this partnership. It will help us untangle the data footprint and create powerful decision making tools for every marketing manager and executive.”