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Maxus Synapse to track conversations around online channels


Maxus has launched its social TV tracker tool called Maxus Synapse, which tracks conversations around channels and programs and creating reports based on this data.

Synapse essentially pulls in real time Twitter data for programs and online channels, and measures the ‘sentiment’ around conversations and other metrics, that can help planners track and measure what programs are doing well on social media, and how brand associations can be leveraged to perform better. The tool was developed in a partnership with the social analytics platform Frrole.

Previously, Maxus had officially launched a customised communications planning tool called Resolve in August 2014. Through Resolve, the agency claims to have identified specific communication barriers that a client’s audience and brand face, and devised methods to overcome such issues. The company says that Resolve will help media planners in prioritising specific communication tasks and identifying media channels best suited for the target audience in each category.

Maxus had also launched a behavioural science lab in India called Moribus, the month before. They had tied-up with Mumbai University’s Centre for Computational & Social Sciences to conduct customised research projects to study consumer behaviour. Apparently, Maxus had initiated two behavioural study projects more than two years back. We wonder if these research projects led to the development of Resolve.

Maxus was launched as a global media network in 2008. However, in the late 1990s it was known as Maximize in Asia, and also had standalone operations in USA and parts of Europe in 2005. Maxus offers services like, communications strategy, media planning and buying, digital marketing, social media strategy, SEO, PPC, direct response media, data analytics, marketing ROI evaluation, etc.

Earlier GroupM developments

–  GroupM and Google had tied-up to launch a virtual shopping and entertainment platform called Grand Diwali Mela during the Diwali festive season. The initiative was however low key, and more of a lead generation platform for participating brands rather than offering product deals to consumers.

– In July last year, Facebook had also signed its first agency deal in India with GroupM. Facebook India head Kirthiga Reddy claimed that this partnership will enable GroupM clients to reach out to over 100 million user base, of which 84 million are on mobile phones (smartphones & feature phones). They will also be able to reach out to custom audiences within its user base in urban and rural India.

-Group M’s media buying agency Mindshare had launched a data focused “war room” in India called The Loop in May the same year. Apparently, The Loop pulls in live data feeds from over 100 sources, and utilises it for adaptive marketing decision making.

– The same month, GroupM and Optimystix Entertainment promoted O4 Digital Media had launched a digital video brand solutions company called MashUp. This was expected to provide video led engagement solutions for brands.

Read also:

Media agencies are going to start looking like newsrooms – CVL Srinivas, CEO (South Asia) at GroupM

Image source: Maxus

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