SINGAPORE – The National University of Singapore (NUS) and Tsinghua University of China have partnered to establish 6Estates, a big data analytics software company which spun off from the NUS-Tsinghua Extreme Research Centre (NExT).
6Estates has the ability to transform huge volumes and varieties of structured and unstructured data into insights automatically. This tool will be able to provide businesses with marketing and consumer insights that are more affordable and accessible than commissioned or pre-prepared market reports.
“Companies who stay current and have true knowledge of their target audiences are going to be leading the market. People are increasingly moving to digital platforms and posting massive amounts of their conversations across numerous online sites. By leveraging on 6Estates, businesses that effectively utilise these insights will significantly improve their ROI in marketing campaigns, research initiatives and customer engagement. Traditional means for accessing such knowledge are inadequate to compete in this fast moving consumer market,” explained Mr Gary Chin, Co-founder and CEO of 6Estates.
6Estates offers automated, live intelligence on consumer behaviour, brands, and industry trends with their deep natural language processing for both English and Chinese, and multimedia.
The platform provides category and audience insights, based on different industry and consumer segments. This helps businesses understand what their customers are saying, and what product features customers in different markets really want. This is especially useful in developing new marketing campaigns, new products that will sell or understanding potential problems and areas to improve upon.
The technologies used in 6Estates are the results of many years of research at NExT. The NUS Industry Liaison Office, which is part of NUS Enterprise, helped patent NExT’s technologies, and assisted in spinning off 6Estates from NUS.
“We are pleased to see yet another spin-off emerging from Professor Chua Tat Seng’s laboratory at NExT. This demonstrates the market relevance and strong commercial potential of his research. As Singapore moves towards becoming a Smart Nation, gathering and analysing huge quantities of data resulting in new insights and actionable strategies will become critically important,” said Mr Sean Flanigan, Director, NUS Industry Liaison Office.
Ogilvy & Mather China and Mediacom are two of the first major clients of 6Estates.
“As we seek to push the boundaries and explore new technologies that use social intelligence to make our work more impactful, the three-month pilot we did with 6Estates is very valuable for us. We believe that social intelligence plays a key role in truly understanding Chinese consumers. We need insights that are relevant in the now, reflecting the real-time nature of today’s media consumption behaviour and directly feeding into both the planning and the creative process,” said Mr Simon Usifo, Director, Digital Strategy, Ogilvy & Mather Advertising in Shanghai.
