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Tag: Bhupesh Daheria

  • Govt’s algorithm-monitored ICPS will foster data R&D

    MUMBAI: Minister of state for science & technology Y. S. Chowdary on Thursday inaugurated Aegis Data Science Congress 2017 at CIDCO Convention Center, New Mumbai. Hosted by Aegis School of Data Science, it is a one of its kind three-day conference on Big Data and Analytics.

    Chowdary spoke about the recent initiatives by the Govt. of India in the field of Data Science. “Department of Science and Technology, Govt. of India recently launched a new programme called Interdisciplinary Cyber Physical Systems (ICPS) to foster, and promote R&D in the emerging field of research. CPS is a mechanism controlled or monitored by computer-based algorithms, tightly integrated with internet and its users.”

    The minister added: “Realising its importance, Department of Science and Technology, Govt. of India is offering financial support to research projects under Big Data Initiative (BDI). The government’s Skill India Initiative is aimed at increasing the competencies and average productivity. The flagship programmes of Govt. of India such as Digital India, Digital Village, and Smart Cities are data intensive, and use data and they generate data that has commercial value. Such data opens opportunities for start-ups and entrepreneurial development.”

    Aegis School CEO Bhupesh Daheria explained, “Data Science Congress is aimed to bring India at the center of hub for skills and research in the fields of Data Science, Analytics, Big Data, AI, Machine Learning, Cyber Security and IOT. We have the largest talent pool of mathematicians and coders which can be groomed for these disruptive high growth fields, and we must showcase them at international forums like the Data Science Congress.”

  • Data analytics & the formula for efficient marketing

    MUMBAI: Data increasingly powers every element of the marketing mix – source of growth, consumer performance, content creation, mix optimisation and measurement. A panel discussion on ‘Data Powered Marketing is the new Disruption’ was held at the ‘Data Science Congress’ in Mumbai.

    Experts on the panel were V I Tech Ukraine data scientist Dr. Kodliuk Tetiana, Gramener CEO Anand S, Aegis School of Data Science CEO Bhupesh Daheria (moderator) and Mindshare South Asia chief product officer M A Parthasarathy and Hotstar data sciences and analytics leader Santosh Bhat.

    Every stage of the marketing loop – starting from defining source of business, through consumer insight, strategic direction, campaign planning, implementation and finally measurement & redeployment of learning – is defined by data. It supplements intuition, strengthens conviction and drives accountability, Mindshare’s M A Parthasarathy said.

    At the outset, data drives the definition of the marketing objective. Parthasarathy said, “Consumer understanding has always been powered by a mix of intuition and data. While intuition is critical, the nature of data has changed exponentially. From sample-based studies based on claimed behavior to census-level understanding of actual behavior and intent, we now have a much richer appreciation of the consumer.”

    To promote the latest offering by Castrol for mini-truck drivers, for example, Mindshare India commissioned a research and based on the findings developed the campaign. This data allowed them to identify key pockets where their target audience was present and come up with a targeted campaign using them as influencers among their peers. “The team managed to reach out to almost 85% drivers pushing sales by 40% for Castrol India,” Parthasarathy said.

    This has translated to a much more agile manner of targeting the consumer in media. There is a marked shift from buying inventory to buying audience. And, customising the messaging to them in real-time

    While data-rich categories like BFSI, hospitality, e-commerce and retail have led the adoption of these practices, it is rapidly getting adopted and customised across all major categories.