VP - Brand & Channel Management, Crompton Greaves Consumer Electricals Ltd
On technological disruptions: Technological disruptions may make the situation complex, but they are helping in taking much more informed decisions. There is lot of data available from market intelligence, internal sales data, consumer research data, etc. It’s important to understand how to integrate the data from various sources and how the insights should be actioned. Insights from these data sources are really the key in media planning today.
On overabundance of data: As long as one is clear about which data is used for what objective, I don’t really see a possibility of getting lost in numbers. Every data does not lead to media strategy. The data may throw challenges to the marketing team, which may call for action, as varied as channel adequacy, product offerings, capability building and so on. For example, a drop in market share in a particular market may be due to drop in counter-share and that may be due to entry of a new brand with better product offering.