Singapore-based big data start-up Crayon Data is setting up India operations in association with WPP’s media agency conglomerate GroupM. Mindshare, one of the GroupM agencies, is all set to bring its global alliance with Crayon Data to the Indian market.

Mindshare and Crayon Data aim to map the browsing history of millions of Indian consumers, which will allow enterprises to target consumers more precisely. Recently, ET wrote that Ratan Tata, chairman emeritus of Tata Sons, invested an undisclosed amount in Crayon Data in his personal capacity.

“GroupM is changing the way marketers approach the business of media,“ said CVL Srinivas, India chief executive of GroupM.

Mindshare partnered Crayon Data in 2014 in other Asia-Pacific markets for algorithm-based ad targeting and personalisation capabilities. Prasanth Kumar, CEO of Mindshare South Asia, 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.“’ Crayon Data has built a proprietary big data platform called SimplerChoicesTM that allows it to ingest, curate and algorithmically predict the browsing history and trends of consumers.

Suresh Shankar, founder of Crayon Data, said: “As life goes digital, and choices proliferate in every aspect of our life, we will move to a world centered around personalisation where companies understand tastes and preferences at an individual level, and use that to make choices simple and relevant for heir consumers.”

Source: The Economic Times