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GroupM, Mindhsare and Gramener build data-driven visual solution for Times Now

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Arnab Goswami

MUMBAI: Mindshare and GroupM have partnered with Gramener, a leading data visualization company to create data-driven visual solutions for actionable insights across the marketing & communications ecosystem.

Data increasingly powers every element of the marketing mix ?source of growth, consumer behavior, content creation, mix optimization and measurement. This partnership leverages GroupM & Mindshare's strong customer reach and Gramener's compelling visual analytics platform to create solutions that leverage dormant data assets and bring them alive through cutting edge visualization.

The first project undertaken after the partnership was for the leading English news channel Times Now on May 19 2016, when the State election results were announced. The team put together a unique, real time visualization of historic and current data that helped Times Now stand out strongly in the news clutter and gave viewers a compelling Visual Data Journalism experience.

Speaking about the data visualization products created especially for Times Now, the channel's editor in chief Arnab Goswami said, ?We were able to collate historic data dating back to the year of independence, and with the help of the Mindshare and Gramener team, we showed our viewers the latest trends and changing political scenario of the country, as the results of the latest State Elections were announced on May 19th 2016. Our reportage on the elections was holistic, and the data presentation helps the viewer understand our political environment better with the in depth analysis of our editorial team.The seamless workflow integration between the production teams of our news network and Gramener on a real time extremely fast paced election result day was a path breaker. I am absolutely delighted with this association.?

Mindshare South Asia CEO Prshanth Kumar said, ?To truly deliver on our philosophy of Adaptive Marketing, it is critical that Data is brought alive and put to best effect. Our partnership with Gramener will help us deliver this consistently and in a compelling fashion. We will announce our first joint product very soon?

Gramener cofounder Naveen Gattu added,"We are excited by this partnership. It will help us untangle the data footprint and create powerful decision making tools for every marketing manager and executive."

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