Mumbai : Insights Maxus India launches Maxus Synapse, a tool to track conversation related to online channels and programmes on social media in real time. Maxus Synapse aims to enhance return on investment on media spends. This solution helps media planners and advertisers to make informed decisions. Maxus developed the tool in association with Frrole which extended its big data expertise.
“We at Maxus are committed to bring out the best innovations for the industry. Research has found that earned social media ‘reminds’ people to watch an episode after the live airing, thereby making it imperative for us as media planners to see the audience data more holistically than in silos. It was the recurrence of these conversations that gave birth to the idea of Maxus Synapse,” said Priti Murthy, National Director of Insights Maxus India.
“With Synapse one will be enabled to track and measure the performance of TV programs vis-a-vis the social chatter around them. This will also help understand the lift generated by social media and analyse the qualitative viewing of niche audiences which is minuscule compared to GECs. We also would like to thank our partners from the Frrole Team who helped develop the tool,” she added.