S. Swaminathan of Hansa Cequity, Raj Nair of Madison BMB, Umesh Shrikhande of Taproot Dentsu, Mohit Hira of Addytude and Vivek Kamath of MullenLowe Lintas Group. Jaideep Gandhi of Jaya Advertising, Ashish Bhasin of Dentsu Aegis Network, Ram Sehgal with wife Manju Sehgal and Anupriya Acharya of Publicis Media
With increased scrutiny on marketing investments, marketers now have to review their spending priorities and justify them. A recent study conducted by Hansa Cequity reached out to leading Indian CMOs in different industries to understand their focus areas in the coming year. Coming to top priorities in the coming year, customer experience came on top with 30% marketers saying they will map customer journey to improve CX.
An advantage of using push notifications is better personalisation and scope for innovation. While targeted campaigns earn conversions, broadcast generalised campaigns can lead to uninstalling the app.
According to Hansa Cequity's survey, auto, pharma and CPG marketers are looking to increase their marketing spends. But a majority of financial services and retail marketers said their budget will remain the same
On May 25th, 2018, a landmark regulation came into effect, that will potentially transform the data rights and harmonise data protection across all states in Europe. This is bound to have a significant impact of how data is owned, managed, used, accessed and shared by companies. So, the key question to be answered - in an increasingly digital world, who really owns the data?
Mapping the need of customers, increasing their delight, and mapping customers journey have emerged the top priorities for marketers, who are realising the importance of knowing their customers.
Gartner's prediction that CMOs will spend more than CIOs on IT, may just be closer to reality than previously imagined. As per the Hansa-Cequity study, CMOs will require new skills to marry creativity with data. It will no longer just be about communication. Content, context and insights will increasingly become skills that need to be built into the marketing organisation.
Marketing of the future is no more about building messages and communication. It is about leveraging data, leveraging technology and creating content, building innovative services that engage customers directly using an ecosystem of collaboration and platform-driven thinking.
Over the last several decades, marketing has been sharply oriented to right brain thinking. It has focused on building one big creative idea.
Influencer marketing has largely remained unchanged in the decade or so that the trade has been around. It's time brands used influencer marketing as a strategic weapon, not as a tactical ploy.
Brands need to adopt different engagement strategies for different generations in India, says Adobe study.
The retail environment is undergoing a significant change with the proliferation of e-commerce, emergence of new digital channels, innovative payment platforms, etc.
Is data analytics fuelling the IoT revolution or is IoT fuelling data analytics revolution is a key question that businesses must look & find answers for.
Hansa Cequity believes that digital marketing arms of most companies will finally have to consider building their own user database given the strict clampdown on third-party data. Read more about what Mr Swaminathan - CEO, Hansa Cequity has to say about this in this article.
Consumers will entrust their financial needs only to a trusted advisor - S. Swaminathan, CEO, Hansa Cequity
Redefining payments - ?Customer experience is increasingly being redefined in the emerging platform economy,? S Swaminathan, co-founder and CEO, Hansa Cequity, told BusinessLine. ?Many traditional business models must be rewired as more and more consumers adopt and embrace the platform economy.?
At Hansa Cequity, employee retention rate has gone up by 15% in the last one year, along with increased levels of productivity and a sense of belongingness to the company, after the organization introduced flexible work hours and a work from home option.
This story highlights how the retail sector is facing the severest competition from the online segment, with the latter causing a dramatic impact on footfall and sales.
According to a recent study by Hansa Cequity, more than 65% of consumers search online before walking into an offline store. Also about 55% tend to look at consumer reviews and about 47% of them tend to check company websites.
Companies everywhere seem to be adopting a ?customer-centric? approach, but how do they survive in this competitive scenario? Find out what winning companies do.
Dr Dhrupad Mathur, SP Jain Global, Dubai; and Ajay Kelkar, COO and co-founder, Hansa Cequity, spell out what changed for the sector this millennium.
In the new year, algorithms and math will allow marketers to understand customer data better and make it actionable, making the mad advertising men run a math factory soon
Keeping omni-channel retailing in mind, major brands are developing strategies in order to hold the opportunities created by this new trend. Hansa Cequity and Retailers Association of India (RAI) published a study of Indian consumers and their shopping habits across all channels.
According to Analytics India Magazine, analytics is gaining popularity as a career option and Hansa Cequity has the technological expertise, tools to work with big data and the right kind of people.
Hansa Cequity will now work as a Business Level Partner of Adobe to provide digital marketing solutions and integrated technologies to its pan-India customers.
The centre is designed to provide customer marketing solutions and methodologies in today's data-driven business ecosystem by leveraging IBM's marketing cloud technologies and cloud solutions.
Most organisations who have invested in big data are particularly interested in how one could use it well and not stray off the path.
The World Economic Forum is calling personal data a new asset class: a valuable resource for the 21st century that will touch all aspects of society. Consumers are happy to share personal information as long as they see a 'value-add' for themselves. This means changing strategy and structure across the organisation ? and reinventing the marketing department altogether.
Hansa Cequity's CEO, Swaminathan talks about what gets a significant change in consumer's adaption of services.
With the experience of shopping becoming seamless, connected and hassle-free, 'omni-channel' the new buzzword in the global retail industry. Our COO, Ajay Kelkar, gives us a deep insight into this new trend.
Analytics and big data are two words that have become very popular now. Data scientists have been quoted as one of the sexiest career titles of the 21st century. But is analytics over hyped? Our COO, Ajay Kelkar gives us the answer.
Analytics solutions have matured from business intelligence and reporting to predictive and prescriptive tools for effective forecasting, optimisation and a lot more. The Hindu Business Line reports on the NASSCOM-Hansa Cequity report on Analytics Maturity in India.
Ajay Kelkar, Co-founder and COO, Hansa Cequity, said ?Data scientists were ranked by HBR as the sexiest job of the 21st century. Cequity assessed the work done by participating Data science teams along with NASSCOM and used their Smart Analytics Impact? framework to assess the more innovative case studies.
The framework assesses the level of customer marketing maturity in orgnisations, and is measured across 5 functions: customer strategy, data environment, analytics capability, digital marketing and marketing technology.
?We are extremely delighted to invest in Hansa Cequity. They have best-in-class customer/marketing analytics and customer relationship marketing capabilities,? said Anand Vyas, Managing Partner, ASK Pravi.
With more and more sectors leveraging on data to build customer relationships, know how to reinvent your creative teams to embrace the new emerging roles.
The new age customer, social media and blog data analytics will drive CMO agenda this year, says report by Hansa Cequity.
Ajay Kelkar, COO of Hansa Cequity talks about the change in the purchasing behaviour of the independent Indian women.
Customer relationship management programs are expensive, with companies spending almost $50 billion a year. Loyalty can be retained by building relevance through information.
In an age when digital is rewriting the rules, Hansa Cequity talks about the role of CMO's in managing data.
?It's a very new kind of creative ? creativity has changed from being touchy, playing on feelings, to being an inventor? says Nishad Ramachandran, VP and head of digital experience, Hansa Cequity.
Hansa Cequity's COO, Ajay Kelkar calls loyalty programmes the most ?hardworking tool? in a CMO's armoury at a time when customer loyalty is almost dead.
Hansa Cequity promotes Westside's Young and Free collection in an innovative and futuristic way by using the 3D technology.
?Data is like 'footprints' that customers are leaving behind! Data is all around us, but it needs to be made sense of.? says Ajay Kelkar, Co-Founder & COO of Hansa Cequity.
Analysing billions of data points and making sense of them is what data analysts excel at. A Cequitian talks about her journey as a data analyst.
A story of four small companies who are using cloud computing to deliver value to their customers.
Hansa Cequity's Vasudevan talks about how social media was used for our client Celio to increase revenue and reward loyalty.
We're working to increase the impact and visibility of customer experience professionals