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Mindshare launches CORE

19 June, 2012


A User Centric and Open Source Data Driven Marketing Intelligence Platform That Revolutionises Marketing Decision Making

• offers same scalability, flexibility and security as data systems in the finance sector
• delivers a single, always-on, open-source data stream
• is user-centric and integrates the user needs into the heart of the system
• moves data out of the hands of IT and analytics teams and into the hands of marketers
• is currently live with one of Mindshare’s largest global clients

LONDON — Mindshare, the global media network, together with a roster of best in class technology and data partners (see below), has created CORE – a first of its kind user-centric and open source data-driven marketing intelligence platform that empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real-time.

CORE enables marketers to mix their business intelligence (CRM, sales and supply chain) data 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 (household expenditure / demographic / online behaviours, etc) data and real-time trading data. When mixed with the business intelligence, this reveals consumer actions 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 3rd party data enhancement services (see 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 Mindshare clients across the world.

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:

Partner  / Role in CORE

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

Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.

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