GroupM is a global media investment management group that offers their clients the intelligence to find or create valuable audiences, the power to engage and create desired marketing outcomes. GroupM has partnered with Zapr in the past to provide marketing solutions for brands.
Tushar Vyas, Chief Strategy Officer at GroupM South Asia talks about the growing importance of Big Data in the field of marketing and commends Zapr’s groundbreaking work with deterministic consumer analytics.
“…Data and technology is going to play a bigger and bigger role in marketing communication business… Zapr is beautifully connecting the offline and online world – TV and mobile”
– Tushar Vyas, Chief Strategy Officer, GroupM South Asia
“In the connected world every consumer activity is leaving some kind of data trail and understanding and decoding this data is left to us. In some way, to understand this scale and size of data, you need to start harnessing data using technology. Yes, increasingly data and technology is going to play a bigger and bigger role in marketing communication business. Coming to Zapr, Zapr is beautifully connecting the offline and online world, specially TV and mobile. And the uses are multiple, starting from insight, understanding visual behaviour at a deeper level, and at a hyperlocal level. So that’s the beauty of Zapr – connecting man to digital world, connecting net to mobile world.
“It can be used to understand consumer’s tradition and deep consumption behaviour. And then with the multiple data set targeting a better unit…with duplication, you get content consumption behaviour, genre preferences and multiple other areas. So looking at the scale of big data to television industry, [Zapr] is beautifully connecting both the worlds.”
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ZAPR profiles the TV viewership behavior of tens of millions of individuals across India. The audiences considered in this study are part of ZAPR’s TV viewership audience pool. Additionally, through the ZAPR Audience Platform, millions of TV viewers can now be targeted and engaged with interactive mobile content and ads.