WPP buys into data firm nPario, launches Digital Touch Points research in China

WPP Digital has bought a $5m minority stake in ‘big data’ specialist nPario (it must be a good business to succeed with a name like that).

NPario produces technology and applications designed to analyse whopper amounts of data. NPario has worked with Adobe, Microsoft and Yahoo to find ways of marketing their data and its own clients include Electronic Arts and WPP itself.

The company was founded just a year ago by former Yahoo execs Bassel Ojjeh (pictured) and Krishna Uppala.

WPP says this continues its strategy of partnering and investing in ‘measurable marketing disciplines.’

In China WPP media outfit Group M and researcher TNS have launched Digital Touch Points, a survey aimed at explaining Chinese web usage.

Among its finding are that Chinese consumers have a higher tolerance of brands online, finding them helpful in terms of making choices rather than a nuisance and an interruption (73 per cent). They are less popular with social networkers (43 per cent) than browsers though and gamers don’t like them at all.

Another useful finding is that 48 per cent of China’s huge population of net users access the internet through their mobiles compared to a world average of 26 per cent.

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