Crayon Data has built a proprietary big data platform called Simpler Choices that allows it to ingest, curate and algorithmically predict the tastes of millions of consumers.

"As life goes digital and choices proliferate in every aspect of our life, we will move to a world centered around personalisation, where companies understand tastes and preferences at an individual level and use that to make choices simple and relevant for their consumers," Crayon Data founder Suresh Shankar said.

The startup has developed a global 'consumer taste graph', which maps choices across 15 categories, using machine learning and complex algorithms.

This taste graph is then mapped to vast internal (enterprise) and external (online and social) data sets to generate a unique taste fingerprint of each consumer.

Bringing Crayon Data is a part of WPP's move towards a data-led approach to marketing. In our journey to understand our consumers even better, this will be a great advantage," Mindshare South Asia CEO Prasanth Kumar said.

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