AT FORUMS
Advertising Club Bangalore, President 2016-18, Chairperson “Knowledge Conclave” 2019, Executive Committee Member
Harnessing connected platforms and data tech for growth
"Knowledge Conclave" 2019
Aimed at “Driving Growth Through the New Era of Measurement’, C-Suite industry experts from the data-tech world spoke & interacted on blockchain, AI, data monetization, OTT & e-commerce advertising & real-time measurement. Focus was on how to join the dots – between the tech world & the real world where brands play out.
Scaling up at Pace
Opportunities & challenges exist in employing data-tech of the Web 3 world. Joint-up solutions are needed. Brands need to build human connections & deep memory structures in consumers’ minds. Businesses need to identify where intervention is required, experiment for solutions that work and replicate successes at scale.
Blockchain for Growth
Blockchain builds trust, transparency, convenience to unlock value and grow business. It can solve the challenge of the asymmetric exchange between brands-platforms-consumers that marketeers are facing. From efficiency returns to consumer ID returns to loyalty settlements, there are many areas where it can bring dramatic improvement.
Data Science Imperatives
Mobile, gamification, AR-VR and other technologies are transforming research, data and insight generation. Data abundance is shifting focus to implicit measurement and non-intrusive techniques, resulting in more effective insight generation. The most critical shift is to platform integration to stitch diverse data sets into big data.
Data Monetization
Data is flowing like oil in pipelines. While the focus often sways towards new data, historical data can play a crucial role. Data monetization is about channelizing the entire data pipeline for higher ROI. Multi-layer meta-tagging of recorded data and AI platforms to link past and present data sets can unlock tremendous value.
Power of Conversational AI
Computing is changing from ‘we learn the machine’ to ‘the machine learning the way we talk and interact.’ Using NLP and predictive modelling, Conversational AI is powering businesses to have personalized and far more meaningful consumer interactions at scale. Its impact is across varied fields, from CRM to HR to advertising.
Media Measurement Tech
Measurement systems are not keeping pace with the evolving and complex media ecosystem, especially in multi-media measurement. Promising tech solutions exist in spaces such as automated content recognition, eyeball tracking and computer vision. Collaborations and industry consensus are vital to making progress in this area.
Potential of OTT Advtg.
OTT platforms have exploded, fuelled more in India through original vernacular content across multiple Indian languages. OTTs provide hyper-personalized experiences in real-time to audiences at scale. They provide rich segmentation opportunities to advertisers making OTTs an essential component of their media deployment.
Ecomm. Advtg. Critical
With search and purchase volumes increasing exponentially on e-commerce platforms, e-comm advertising has become critical. It targets consumers across the entire purchase funnel and provides purchase intent targeting at scale. With rich segmentation and cart analytics, it helps full-funnel real-time audience insights.
Awarding Excellence
Award forums provide a platform for entrepreneurship, collaboration, drive and motivation. They also help the business fraternity with opportunities for learning and inspiration. For participants, they build a hunger for excellence and a chance to critically evaluate their work at all stages – planning, execution and business delivery.
Connected India
Continuously evaluating emerging technologies is crucial. In 2016 we dived into the spaces of web content, data visualization and IoT. Drawing the lines from then to now, we see that web content has evolved into OTTs, data visualization into API-driven command centers, and IoT is now an integral part of in-house business R&D.
Industry Springboards
Industry forums act as springboards. They give a platform for nurturing talent, equal opportunity, balancing work & play, & more. They offer a platform for inspiring & awarding excellence. In our hyper-specialised worlds, we need avenues for people from different streams to exchange knowledge & views.
EVENTS & GUEST COLUMNS
Apr 15, 2020
Brandversation with Sanchayeeta Verma Wavemaker. How should advertising proceed in the pandemic environment
Jan 10, 2020
What lies ahead in 2020. Developments in 2019 that will influence how 2020 shapes up. Trends that will play out
Jun 01, 2019
Radio’s Dilemma - A Unified Measurement System. Radio to audio measurement spanning the entire ecosystem
June 27, 2018
Consumer purchase journeys are getting complex. New rules can help unlock the purchase journey to accelerate sales
Dec 6, 2016
Navigating the new age of advertising. Our rate of learning needs to be faster than the rate of change.
June 19, 2013
Meeting the need to provide integrated media solutions. Digital, content, experiential and ROI measurement