Wipro Technologies, an IT, consulting, and outsourcing services provider, and ThinkVine, a marketing mix optimization software company, have entered into a strategic partnership to provide consumer goods companies a package of solutions and services for optimizing marketing plans and driving 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 connects 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," said Srini Pallia, senior vice president and head of retail, CPG, transportation, and government at Wipro Technologies, in a statement.
"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 of ThinkVine, in the statement. "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."