Chief – Brand Marketing and Institutional Sales, Tata CLiQ
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.