Jenny Chan 陳詠欣
Oct 2, 2013

AdMaster trumps CIC to build social listening platform for P&G

SHANGHAI - Procter & Gamble has tasked AdMaster to lead the development of a social-media listening centre (SLC) after two "intense" rounds of a pitch involving CIC.

Screenshot of P&G's Sina Weibo page
Screenshot of P&G's Sina Weibo page

With more than 90 per cent of Chinese internet users on social media, P&G aims to understand consumer evaluation, feedback and demand for its products from user-generated content in real-time.

The FMCG giant has decided to build its own automated listening dashboard for all its sub-brands in China.

The SLC will be designed by AdMaster to help P&G in the collection, processing, and analysis of Chinese social-media data using the architecture and methods of a Hadoop cluster, a type of framework suited to data-intensive tasks.

Liu Lan, a P&G Greater China spokesperson, said that AdMaster won the one-year project by virtue of the technical innovation of its social-media services.

Miaozhen Systems, a competitor of AdMaster, still provides online advertising measurement and optimisation services for P&G in China.

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