Neeraj Pratap

The author is the Chief Business Officer at Hansa Cequity – One of India’s leading data-driven Marketing Organisation that helps businesses acquire customers intelligently, retain them optimally and manage them profitably

Neeraj Pratap

Retailers need to re-invent and rebuild their business in real-time

In early May 2020, when I spoke to the owners of one of the biggest fashion brands in the country, they were despondent. Lockdown after lockdown over a four-month period has brought the Retail business to its knees. Large format stores, Large national brands, niche players, regional brands have seen sales collapse by 90%. Whenever, …

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Are we ready for the new normal post COVID-19?

COVID-19 is a black swan event, a human tragedy with a long-term economic implication. Everything that we knew about the way the world conducted business prior to March 2020 has changed, and it will continue to change. In the next few quarters consumer behaviour, changed media consumption, partial relaxation of restrictions, drop of discretionary spends …

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The Data Analytics Reboot : Is pre-Covid19 data irrelevant?

We live in strange times in complicated times. We also now live in a world that is driven by digital and data and analytics. The data that we collect is supposed to help us take decisions that will help the customer decide in favour of our product at the timing of his choice. But as we reflect today, this is the old-fashioned world (albeit, not so long back in the March of 2020).

Podcast with Deep Thomas

Analytics Head – Aditya Birla group.   Deep is a reputed analytics expert, thought leader and a passionate evangelist of data science with a distinguished career spanning more than two decades of delivering sustained and increasing profitability through analytics-led business transformation. As Chief Data & Analytics Officer at Aditya Birla Group; a $48 Billion Global …

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Marketing Experience(MX)- The next competitive battleground for brands

Today, all products are conversations. Be it product-driven brands or service-driven brands, they are more and more differentiated by their experiences. Companies or brands that deliver memorable experiences to customers keep gaining market share and improve stickiness with their customers. When companies want to improve their CX scores, marketing experience scores play a pivotal role …

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Don’t be delusional about disruptions, they are here to stay.

Management teams across businesses and industries are furiously having online meetings, discussions and brainstorming sessions. Since customers have deserted them or rather, they have been forced into isolation, there is not much happening on the business front. Some of the key comments that I have picked up – We are all doing scenario planning. What …

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