wordpress blog stats
Connect with us

Hi, what are you looking for?

Maxus Synapse to track conversations around online channels

groupmmaxus

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

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like

News

The Standing Parliamentary Committee on Information Technology, headed by Congress politician Shashi Tharoor, has called on representatives of Facebook, Twitter, and the Ministry of...

News

The Polish government is planning to ban social media companies from blocking accounts. A draft law in the country will make it illegal for...

News

Twitter’s head Jack Dorsey says that while de-platforming outgoing President of the United States Donald Trump was the right decision, it sets a dangerous...

News

Update on January 8: Facebook CEO Mark Zuckerberg said that the platform is banning Donald Trump’s account “indefinitely”, since the “risks of allowing the...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2018 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to Daily Newsletter

    © 2008-2018 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ