Infotech Lead India: Wipro Technologies and ThinkVine, a marketing mix optimization software company, announced their partnership to provide solutions to consumer goods companies.
Consumer goods companies will benefit as the new services will optimize marketing plans and drive brand growth by improving forecasting of marketing spends, tactics and timing across consumer groups, products, channels and geographies.
Aimed at driving growth and profitability, ThinkVine’s marketing mix optimization solution connects predictive analytics and data with behavioral 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.
“With the integration of ThinkVine’s marketing mix optimization 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,” said Srini Pallia, senior vice president and head, Retail, CPG, Transportation & Government, Wipro Technologies.
The solution will help as marketers need accurate, forward-looking forecasts to quickly address changing market and consumer dynamics and confidently make changes to their marketing mix.
“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.
Recently, Wipro Technologies formed a strategic partnership with SuccessFactors, an SAP company. As part of the agreement, Wipro will become a Strategic SuccessConsulting Partner helping to market and provide consulting and implementation services for SuccessFactors Business Execution (BizX) suite globally.