KISHORE MARDIKAR

Chief – Brand Mar­ket­ing and In­sti­tu­tional Sales, Tata CLiQ

Impact - - FEATURE -

On new tech­nol­ogy and me­dia: Mar­keters con­stantly need to cre­ate op­por­tu­ni­ties to stay ahead of the com­pe­ti­tion and deal with dis­rup­tion in a strate­gic man­ner. Me­dia has now be­come a more mea­sur­able tool than ever be­fore, en­abling us to de­rive gran­u­lar per­for­mances, quan­tify the ef­fec­tive­ness of a cam­paign and en­sure syn­er­gies be­tween con­sumer re­quire­ments and com­mu­ni­ca­tion. A re­lent­less urge to de­liver some­thing per­son­al­ized, unique and highly rel­e­vant to the con­sumers def­i­nitely makes a mar­keter’s job more in­ter­est­ing.

On abun­dance of num­bers: We fol­low a dig­i­tal first ap­proach and be­ing in an e-com­merce ecosys­tem, it is im­por­tant for us to un­der­stand the cus­tomer’s be­hav­iour pat­tern and there­fore, sharp data crunch­ing and anal­y­sis is a key re­quire­ment. We de­rive in­ter­est­ing in­sights about the be­hav­iour pat­terns of con­sumers across all chan­nels and stores, which helps cre­ate a more re­fined and strate­gized plan that is be­spoke in na­ture right from ideation to ex­e­cu­tion. For this, have a very strong an­a­lyt­i­cal ver­ti­cal which plots ev­ery data point and cus­tomer be­hav­iour pat­tern to un­der­stand the mind space of a con­sumer.

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