Wipro Technologies, the Global Information Technology, Consulting and Outsourcing business of Wipro Limited (NYSE: WIT) and ThinkVine, a marketing mix optimization software company, have entered into a strategic partnership to provide consumer goods companies a comprehensive package of solutions and services that will optimize marketing plans and drive brand growth by improving forecasting of marketing spends, tactics and timing across consumer groups, products, channels and geographies, on a global scale.
ThinkVine’s marketing mix optimisation solution connects predictive analytics and data with behavioural insights that will enable organizations to better understand and predict where and how their consumers respond to marketing, across multiple marketing touch points, and purchase products.
“Through our strategic partnership with ThinkVine we can now help the consumer goods industry optimize marketing investments to drive growth and profitability. With the integration of ThinkVine’s marketing mix optimisation solution into our ever expanding Integrated Trade and Marketing expertise, we help CMOs gain competitive advantage by having more predictability and achieve better results through optimizing their marketing investments,” says Srini Pallia, Senior Vice President and Head, Retail, CPG, Transportation & Government, Wipro Technologies.
“As CMOs of consumer goods companies are faced with increasing pressure to make their budgets work harder, they are turning to data and analytics for help. But, historical reports, simple metrics and traditional statistical methods only give them a look in the rear-view mirror,” said Mark Battaglia, CEO, ThinkVine. “Marketers need accurate, forward-looking forecasts to quickly address changing market and consumer dynamics and confidently make changes to their marketing mix. Our partnership with Wipro will enable CMOs to stay ahead of the rapidly evolving marketplace and improve their results.”ThinkVine was named a Leader in the Forrester Wave™ Marketing Mix Modelling, Q3 2011 Report dated September 21, 2011. Its focus on modelling how a segment of consumers actually behaves when exposed to a communication or a promotional or a social activity, was cited as its biggest strength.