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…
