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Wipro (News - Alert) Technologies, the global information technology, consulting and outsourcing business of Wipro Limited, has entered into a strategic partnership with ThinkVine, a marketing mix optimization software company, to provide consumer goods companies a comprehensive package of solutions and services that 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.

“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 optimisation 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, retail, CPG, transportation & government, Wipro Technologies (News - Alert), 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, ThinkVine.

Battaglia said that marketers need accurate, forward-looking forecasts to quickly address the 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,” he said.

Officials with Wipro said that the company partners with the world’s leading consumer goods organizations enabling them to better connect brands to consumers and creating memorable shopping experiences.

According to company officials, 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.

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