Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data will aid relevant messaging: CVL Srinivas, WPP

MUMBAI: Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the most of data and more importantly, understanding the basics of data. 

Data is not restricted to using it only in advertising (for data-driven advertising), it can essentially be a very function of every brand. With all the buzz around data and using it to reach the consumer effectively and efficiently, marketers and agencies must know how to make the most of data for better ROI and consumer engagement.

Google Maps, Instagram, Facebook, Twitter, Snapchat, Google, YouTube, Netflix have all changed our world, and for good! Technology has changed the way we connect with brands and things around us. You like something, you hit a ‘heart’, something makes you furious, you reply via an angry emoji on Facebook. All this consumer behaviour is Data for marketers. And with a consumer’s likes, dislikes, hearts, tweets and browsing history available readily, a brand maps the consumer behaviour and reaches to them with targeted advertising and content. That’s why you only get a message or pop up to shop or buy your favourite pair of clothes, lipstick, car or mobile that you’ve been eyeing for long.

However, with brands being able to map your behaviour by scrutinising you and using your data, it also violates a consumer right to privacy. To address this, the Government of India is currently considering sweeping a data privacy law -  Personal Data Protection Bill of 2018 , which states that privacy is a "fundamental right" under the Indian Constitution. 

The bill is closely modelled after the European Union's General Data Protection Regulation (GDPR). It broadly applies to all personal data defined as any data of a person which allows direct or indirect identifiability; and envisions a regime where individual consent is the cornerstone of data-sharing. If the bill is passed, it may change the way on when, where and how much data can brands actually use. 

Maybe eventually brands will have to pay their users in some form to be able to use their data in the new framework of guidelines. It could be in the form of money, virtual money, coupons or discounts.

To understand the current scenario and future of data driven marketing, in a quick chat with, WPP country manager CVL Srinivas gave us insights about creating the balance between using data and human insights, future of advertising with data, WPP’s plan for 2019 and more. Excerpts: 

The importance of data in advertising today is more than ever. How do you see the future of advertising along with data?

Data is a critical part of every business today. We have a lot more data available to us than we ever had before. Today, every business is looking at transforming itself - by smartly leveraging data, businesses can fast track their growth in numerous ways. Advertising is becoming a lot more data-led. Not just in targeting the right audience or deciding the best 

medium, data is inspiring creative thinking on brands. We saw numerous examples of data-inspired creativity at our summit today. Going forward, we will see brands and agencies adapting to this new data world by rewiring their approaches. This is not to say that all the

traditional methods will go out of the window. We need as much of the marketing gut as we need data.

Having too much data can often become complex. What’s the way out?

A data strategy needs to start with a purpose. The end uses of data need to be defined. Else there is a tendency to try and boil the ocean. Like we heard from a lot of our panellists that day, that the best approach is to start small, test a few hypotheses and then scale up. 

Somewhere along the way one learns what kind of data is most valuable for a particular business/brand.

While brands and agencies have a lot of rich data available today, we don’t know what to do with it. Do we still need time to get there where we understand the data and can leverage it to the best?

Most businesses are on the journey to get better at harnessing the power of data. There is no one defined method. Some of them have made more progress while others are starting off from scratch. While there is an abundance of data, what we really need is a more 

balanced approach to putting it to good use. By ‘balanced’, I mean combining data points across different sources to paint a broader picture. That’s where we need to see more progress generally speaking. 

Focus point for agencies and brands in 2019?

Data-centricity will be a key priority going forward, but it must go hand in hand with creativity. 

Do you think brands and agencies need to take a step back, pause and say, “I think we are pushing it too much!” How can we as an industry skip being ad-blocked?

I think we will soon get to a point where most, if not all advertisers will realise the need to move from a completely push-based advertising approach to a more balanced way of engaging with their consumers. Data and technology are making it easier to identify consumer tastes and preferences more sharply. This will reduce the bombardment. On top of that, if one knows what kind of content engages the consumer, it can result in more relevant messaging being served.

Latest Reads
Dettol’s new awareness campaign shot in the work from home model

MUMBAI: Dettol has launched a COVID 19 public service announcement. The advertisement is thoroughly filmed inhouse to drive home a point, in a simple illustrative manner on how a soap keeps germs away, during the lockdown while maintaining all precautions including social distancing. Practicing...

MAM Marketing MAM
In another humanitarian gesture, Deltin Group pledges its support towards Goa’s fight against COVID19

MUMBAI: The outbreak of coronavirus has taken its toll on the world. The disease is rapidly spreading and leaving its mark on one’s physical, mental and financial well-being. India has currently imposed one of world’s largest lockdowns to lessen any human to human transmission and mitigate the...

MAM Marketing MAM
MyTeam11 donates INR 5 Lakh to the PM Cares Fund

MUMBAI: MyTeam11-One of India’s leading fantasy sports platform with a user base of over 15 million users, today announced that they have donated a sum of INR 5 lakh to the PM Cares Fund in the wake of the ongoing COVID -19 outbreak in the country.

MAM Marketing MAM
Ad Club Bangalore to host webinar to discuss COVID-19 impact on media industry

MUMBAI: The Advertising Club Bangalore will host a webinar on 7 April, 2020 focusing on COVID-19’s impact on the advertising industry. According to the organisers, the webinar will help industry professionals equip themselves with the knowledge to tide through the economic downturn caused by the...

MAM Marketing MAM
ShopClues' Essentials Delivery Goes Contactless; Cancels Cash-on-Delivery payment mode

New Delhi: April 3, 2020 - Doing its bit to curb the spread of the novel coronavirus through people-to-people contact, e-commerce firm ShopClues has canceled its Cash-on-Delivery mode of payment for all essential items, urging customers to pay online for their purchases.

MAM Marketing MAM
Brands shift ad spends to digital platforms to tide over COVID-19 crisis

MUMBAI/NEW DELHI: The emergence of COVID-19 has thrown the near-to-mid-term strategies of businesses off-track. Global media ad spending has been hit as well. According to industry experts, the long-term impact will be positive. However, the next quarter is going to be very crucial for the...

MAM Marketing Brands
Ad FCT sees 15% jump amidst COVID-19 lockdown: BARC Nielsen report

NEW DELHI: BARC India and Nielsen released the second edition of their insights into TV, smartphone and audience behaviour in the wake of COVID-19 earlier this evening. As per the new data, covering data of week 11-12, average daily FCT in the week grew by 15 per cent, adding six lakh seconds, as...

MAM Marketing Brands
Reckitt Benckiser issues first global gender pay report

MUMBAI:  As part of its commitment to diversity and inclusion, gender equality and corporate transparency, Reckitt Benckiser today reported on gender pay in its top five markets around the globe in the company’s first global Gender Pay Report.  As one of the first FTSE 100 companies to go beyond...

MAM Marketing MAM to donate Rs.10 lakhs to fight off Covid-19, help daily wage workers

MUMBAI: As a humble contribution towards defeating the pandemic spread across the entire country,, a leading online gaming platform, has stepped forward to donate a minimum of Rs 10 lakhs to support India’s battle against Covid-19 by associating with Dehi Youth Welfare Association (...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required