Wipro partners with ThinkVine for consumer based analytics

Wipro Technologies, the technology and outsourcing arm of Wipro Limited  and ThinkVine, a marketing mix optimization software company, have entered into a strategic partnership to provide consumer goods companies a comprehensive package of solutions and services.

This will optimize marketing plans and drive brand growth by improving forecasting of marketing spends, tactics and timing across consumer groups, products, channels and geographies, on a global scale.

ThinkVine's marketing mix optimization solution is expected to connect predictive analytics and data with behavioral insights that will enable organizations to better understand and predict where and how their consumers respond to marketing, across multiple marketing touch points, and purchase products.

"Through our strategic partnership with ThinkVine we can now help the consumer goods industry optimize marketing investments to drive growth and profitability. With the integration of ThinkVine's marketing mix optimization solution into our ever-expanding Integrated Trade and Marketing expertise, we help CMOs gain competitive advantage by having more predictability and achieve better results through optimizing their marketing investments," says Srini Pallia, senior vice president and head, Retail, CPG, transportation & government, Wipro Technologies.

"As CMOs of consumer goods companies are faced with increasing pressure to make their budgets work harder, they are turning to data and analytics for help. But, historical reports, simple metrics and traditional statistical methods only give them a look in the rear-view mirror," said Mark Battaglia, CEO, ThinkVine.

"Marketers need accurate, forward-looking forecasts to quickly address changing market and consumer dynamics and confidently make changes to their marketing mix. Our partnership with Wipro will enable CMOs to stay ahead of the rapidly evolving marketplace and improve their results."

Wipro partners with the world's leading consumer goods organizations enabling them to better connect brands to consumers and creating memorable shopping experiences. Wipro's expertise spans across the entire consumer goods and retail value chain, driving consumer and retail insights, integrating trade and marketing, powering innovation and enabling digital collaboration.