Facebook picks Bengaluru company for marketing mix modelling partnership

Bengaluru-based marketing analytics firm RainMan Consulting has become one of the first firms in Asia to join Facebook as a marketing mix modelling or MMM partner.

The partnership with the American social networking company will allow RainMan Consulting to access information directly from Facebook, Instagram and Audience Network on behalf of their clients in Asia. This will allow for more accurate and actionable insights for advertisers who engage in cross-channel measurement and planning. Data will be incorporated into RainMan’s ongoing and future analytic engagements, along with the clients’ own proprietary data, the company said.

“One of the core priorities of RainMan is to bring in more digital insights for its clients, as its contribution in the overall marketing mix is increasing across Asia,” said V Balasubramanium, co-founder of RainMan Consulting.

He said the company will now be able to provide an “enhanced picture” on the impact of its clients’ marketing programmes and help them improve the effectiveness of these programmes.