Emma O’Doherty, MD of Mindshare
The media agency, Mindshare Dublin has invested a “six figure sum” in a real-time, data-driven marketing platform called The Loop which it says will allow clients to make “collaborative and adaptive decisions across their paid, owned and earned marketing in real-time.”
The Loop has already been successfully deployed across Mindshare North America, with clients including Unilever and Jaguar taking advantage of the ‘war room’ to plan and optimise their Super Bowl advertising investments. In the case of Mindshare Dublin, The Loop is a physical room, adjacent to the agency’s HQ in Dublin’s Christchurch, which allows clients to view live data about their brands, campaigns and those of their competitors.
According to Emma O’Doherty, the managing director of Mindshare Dublin, “The Loop is different because it’s about cultural change not data trawling. It drives a change in working practices that in turn drives behavioural change, both for our clients’ consumer relations, but also how we work across client agency networks to create one focussed team working adaptively, reacting live and seeing trends ahead of the competition.”
According to O’Doherty, The Loop has two modes – ‘strategy’ and ‘campaign’. “In ‘strategy mode’, The Loop enables collaborative and adaptive decision making through the mixing of fast and slow data across a spectrum of different disciplines, including business planning, strategy, creative and communications planning, and across client agency networks,” she says.
“In ‘campaign mode’, Mindshare takes third party data feeds and tools, and combines them with industry leading proprietary media spend, performance tracking and intelligence systems, to provide instantly actionable insight that can be executed in real time across paid media. The Loop is also used to track competitor efforts in paid, owned and earned media, as well as providing intelligence on trending and viral news, videos and pictures; enabling instant decision making at the speed of the zeitgeist.”
She adds that The Loop enables clients not only to plan more adaptively and to benefit from more collaborative and adaptive decision making powered by data, but it also enables the shift of media spend quickly to leverage opportunities uncovered by real time data during campaigns.
The Loop includes multiple screens monitoring data from over 100 sources in real-time. Data partners are defined on a market by market basis. In the US launch market, data partners include, but are not limited to Ace Metrix, which measures effectiveness for every ad, in real time, by bringing digital technology, analytics, and speed to TV and digital video commercial reporting; Moat, a real time digital advertising intelligence platform that provides insights for advertisers, publishers, and vendors in the digital advertising ecosystem and Curalate , which measures earned and owned interactions with a brand’s visual assets across social channels to identify imagery that resonates with consumers allowing brands to optimize social engagement, deepen brand loyalty, and drive revenue.