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behavioural analytics

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).

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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The role of Behavioural Economics in Marketing

I have been a Behavioural Economics enthusiast for a few years now.  I have watched with great curiosity and anticipation the growing interest in Behavioural Economics both at the policy level by governments across the world and the faster adaption undertaken by corporates and marketing folks across the world. The most interesting part for me …

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Why Behavioural Economics is important?

Behavioural Economics has been around for some time. People like Richard Thaler, Robert Shiller, Trversky, Cass Sunstein, Dan Ariely and many more have given their life to it. But it is only now that the practice is getting acknowledged and getting it due. Large organisations and the government are understanding the power of Behavioural Economics …

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