MC CARIAPPA

Pres­i­dent - Sales and Mar­ket­ing , Jockey In­dia

Impact - - FEATURE -

On tech­nol­ogy and data: There are two things here, one, tech­nol­ogy is help­ing us get down to the bot­tom and un­der­stand where we are sell­ing, the pop­u­la­tion, tar­get au­di­ence, cities, etc. There is a lot of trans­parency now and it is a big ad­van­tage and mak­ing mar­ket­ing more in­ter­est­ing and ef­fec­tive. In terms of mar­ket­ing, it is not only help­ing in dig­i­tal and so­cial me­dia, but help­ing us take ef­fec­tive de­ci­sions in us­ing tra­di­tional me­dia. For ex­am­ple, ear­lier we had a gen­eral out­look on Di­wali and Pujo mar­ket­ing ac­tiv­i­ties. But now, we ac­tu­ally de­vise com­mu­ni­ca­tion based on the need of that re­gion, thus mak­ing it more ef­fec­tive. On get­ting lost with data: One needs to stay fo­cused on what one wants to achieve, and go step by step. First iden­tify what is ef­fec­tive and only work with that. If one tries to ac­cu­mu­late too much data, one is likely to get lost.

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