Data analytics & the formula for efficient marketing

MUMBAI: Data increasingly powers every element of the marketing mix – source of growth, consumer performance, content creation, mix optimisation and measurement. A panel discussion on 'Data Powered Marketing is the new Disruption' was held at the 'Data Science Congress' in Mumbai.

Experts on the panel were V I Tech Ukraine data scientist Dr. Kodliuk Tetiana, Gramener CEO Anand S, Aegis School of Data Science CEO Bhupesh Daheria (moderator) and Mindshare South Asia chief product officer M A Parthasarathy and Hotstar data sciences and analytics leader Santosh Bhat.

Every stage of the marketing loop - starting from defining source of business, through consumer insight, strategic direction, campaign planning, implementation and finally measurement & redeployment of learning – is defined by data. It supplements intuition, strengthens conviction and drives accountability, Mindshare's M A Parthasarathy said.

At the outset, data drives the definition of the marketing objective. Parthasarathy said, "Consumer understanding has always been powered by a mix of intuition and data. While intuition is critical, the nature of data has changed exponentially. From sample-based studies based on claimed behavior to census-level understanding of actual behavior and intent, we now have a much richer appreciation of the consumer."

To promote the latest offering by Castrol for mini-truck drivers, for example, Mindshare India commissioned a research and based on the findings developed the campaign. This data allowed them to identify key pockets where their target audience was present and come up with a targeted campaign using them as influencers among their peers. "The team managed to reach out to almost 85% drivers pushing sales by 40% for Castrol India," Parthasarathy said.

This has translated to a much more agile manner of targeting the consumer in media. There is a marked shift from buying inventory to buying audience. And, customising the messaging to them in real-time

While data-rich categories like BFSI, hospitality, e-commerce and retail have led the adoption of these practices, it is rapidly getting adopted and customised across all major categories.

Latest Reads
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories