Media buying agency Mindshare has launched The Loop, a data focused "war room" in India, which pulls in live data feeds from over 100 sources, for adaptive decision making for marketing. India is the first market outside of the US to get a Loop: a fully functional Loop room has been launched in Gurgaon, and a second one will be launched in Mumbai in June. Note that Pinstorm also has a data 'war room' setup in its Mumbai office, using Raspberry Pi's. By the end of June, Mindshare plans to have The Loop active in close to 15 markets globally. It is already operational in 5 offices in the US. Mindshare is part of GroupM*, which oversees the media buying sector for WPP. Data being used in India Data being sourced varies from market to market. What's important here is that not only is earned (media coverage) and owned (landing pages, properties owned by the client) being tracked, but contextual and paid media (advertising) allows decision makers a breadth of data in one place, for decision making. In an emailed response to MediaNama, M A Parthasarathy, Chief Client Officer of Mindshare, explained how they choose the data for The Loop, which gets data from over 100 sources in real-time: "There is a how of data – both slow moving & fast-moving – which go into the loop room. The data comes from a huge variety of sources. - Contextual data could include Client data (e.g sales, market shares, prospects/leads, brand scores, etc…
