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data strategy

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).

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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Democratisation of data- A Govt. of India initiative

NITI Aayog recently released its vision for the National Data and Analytics Platform (NDAP). The platform aims to democratise access to publicly available government data. It will host the latest data sets from various government websites, present them coherently, and provide tools for analytics and visualization. NDAP will follow a user-centric approach and will enable …

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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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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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