Head, 2 Wheeler Business, Piaggio India
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.