ASHISH YAKHMI

Head, 2 Wheeler Busi­ness, Pi­ag­gio In­dia

Impact - - FEATURE -

On tech­no­log­i­cal dis­rup­tions in me­dia: For dif­fer­en­ti­ated and sharply seg­mented brands like Vespa and Aprilia, tech­nol­ogy lends a big help­ing hand, seg­re­gat­ing the me­dia for sharper tar­get­ing to the tar­get group. Tech­nol­ogy is also help­ing me­dia spill over con­trol on the ge­o­graph­i­cal cov­er­age, pos­si­bly ge­o­graph­i­cal me­dia se­lec­tion, and giv­ing bet­ter on Re­turn on In­vest­ment. To­day you can know your cus­tomer be­hav­iour be­fore­hand due to tech­no­log­i­cal progress and cre­ate spe­cific cus­tom­ized mes­sag­ing.

On abun­dance of data: The big data, if put to use ap­pro­pri­ately, is go­ing to help in bet­ter ROI and ef­fec­tive reach. Data can give you de­tailed anal­y­sis about your tar­get group be­hav­iour, how your past ap­proach has worked, reach­ing your tar­get group and what best ap­proach you can take ahead, if the ecosys­tem is us­ing the right tools and mak­ing the best use of an­a­lyt­ics with the big data on hand. As long as your goal is to learn about con­sumer be­hav­iour, seg­re­gate and sharply reach your TG, data will al­ways be very help­ful.

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