President - Sales and Marketing , Jockey India
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.