Data & Analytics

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).

From being right about data to showing the right way with data

Storytelling comes naturally to marketers and advertising folks, but the dynamics are now changing. More and more decisions are being taken based on data. Today companies are amassing more data than ever before. Amazon, Flipkart and retailers are tracking average basket size, frequency of purchase, garment size, units, colours, designs, patterns, etc. airlines are using …

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The importance of prescriptive analytics in marketing

In today’s world of data overload, right decisions are hard to make. How do marketers identify a trending product in a specific segment, such as blazers, and recommend a ‘shades of blue’ campaign to the prospects? And many more such questions exist. Prescriptive analytics is about providing actionable insights, giving marketers recommendations on what steps …

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India – The Personal Data Protection Bill 2019– Update

I had first written about this in July 2018.  Justice B. N. Srikrishna and his committee had submitted the first draft proposal. A lot has changed since then. Since its introduction last year, MeitY (Ministry of Electronics and Information Technology), has solicited comments and suggestions on the PDP Bill from the public, various stakeholders, ministers …

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A lateral approach to a comprehensive data strategy

There is a huge amount of organised government data available for organisations to leverage but how many are doing it? Countries around the world are embarking on significant modernisation of their national statistical systems in the face of rapid technology and socio-economic changes. India is at the cusp of a new digital and socio-economic transformation. …

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Marketing data is the most unexploited organisational asset

In the Martech and Data Analytics world we listen to a lot of jargon thrown at us (we also give it back in equal measure!). Some of the buzz words or questions are – MROI – So what’s the Marketing Return on Investments? What are the AI’s (Actionable Insights)? What are the attribution metrics? Are …

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Understanding CLTV – A key KPI for business success

The recurring theme through this year has been customer retention. The needle is now moving from customer acquisition to customer retention. According to the Hansa Cequity insights team it costs anywhere from 5x to 25x more to acquire new customers compared to retaining customers. According to Bain, increasing customer retention by 5% increases profits by …

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10 Data & Analytics Trends for 2020

There is too much noise around Data & Analytics and not without good reason. There is a huge amount of customer data being collected, processed and hopefully turned into value driven insights. Globally we are witnessing a consolidation of analytics capabilities across the technology world, from Salesforce acquiring Tableau, Microsoft having its Power Platform. All …

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