ITV

Tag: Data insights

  • Revolutionising business with AI: LS Digital introduces Dataquark

    Revolutionising business with AI: LS Digital introduces Dataquark

    MUMBAI: India’s integrated Digital Business Transformation (DBT) company, LS Digital, has announced the launch of Dataquark, a dedicated business unit aimed at transforming data measurement, analysis, and reporting. This move follows strong demand for the Data & Insights pillar of LS Digital’s DBT framework, prompting the company to establish a distinct identity for this domain. Vinay Tamboli, previously CEO of Data & Insights, will now handle Dataquark as its CEO.

    Inspired by fundamental physics, Dataquark reflects the essential role of data in digital enterprises, akin to quarks forming the foundation of matter. The unit is set to drive strategic growth and AI-led transformation by enabling businesses to unify, process, and activate data.

    LS Digital founder & CEO, Prasad Shejale stated, “In a digital-first world, businesses must go beyond collecting data to fully harness its potential. Dataquark ensures that data is not just a foundational asset but a key driver of business transformation. Just as bringing in Langoor, f1studioz, and Social Panga strengthened our DBT framework, Dataquark will now handle the charge in Data & AI.”

    Dataquark bridges the gap between raw data and actionable intelligence, accelerating AI maturity and delivering measurable business impact. Its approach—“Collect – Collate – Activate”—ensures data integrity, privacy, and large-scale activation. With a comprehensive suite of services, it aims to enhance AI capabilities, optimise marketing effectiveness, and transform data infrastructure.

    Dataquark CEO Vinay Tamboli stated, “As AI evolves, the role of data has never been more critical. Dataquark will integrate AI-driven solutions, advanced analytics, and strategic partnerships to break data silos and accelerate innovation. With increasing demand for privacy-first, AI-ready data solutions, Dataquark is uniquely positioned to meet this need.”

    Dataquark offers four key services to help businesses unlock the full potential of their data. Its marketing data infrastructure integrates first-party data with advertising platforms to drive revenue and conversions. The business data infrastructure connects finance, marketing, operations, and sales through data lakes and advanced engineering, enabling smarter decision-making. Through AI & ML Solutions, Dataquark delivers actionable insights, predicts business KPIs, and automates processes to enhance efficiency. Finally, its Data & AI readiness services prepare organisations for AI adoption by conducting audits, developing strategies, and creating customised playbooks.

    Leveraging strategic partnerships with Google Cloud and Meta, Dataquark is equipped with cutting-edge AI technologies. Its advanced solutions, including Digiverse and partnerships with Aqilliz, Datamorph, and VWO, enable businesses to utilise blockchain-powered data collaboration, predictive analytics, and AI-driven insights.

    By launching Dataquark as a standalone unit, LS Digital underscores its commitment to reshaping how brands interact with data in an AI-driven economy. This initiative is set to empower CXOs in navigating an increasingly complex digital landscape with data as their competitive advantage.
     

  • apna.co celebrates job seekers with #ApnaThankYou campaign

    apna.co celebrates job seekers with #ApnaThankYou campaign

    Mumbai: This New Year, apna.co, India’s jobs and networking platform, launched a campaign titled #ApnaThankYou as a heartfelt tribute to the remarkable job seekers whose careers found new horizons on this groundbreaking platform. The campaign used state-of-the-art CGI technology to unveil awe-inspiring Magic Portals hovering above India’s iconic landmarks. From the majestic India Gate to the cultural wonders of Charminar, the digital film weaved magic, spotlighting not just apna.co’s profound impact but also narrating compelling success stories.

    The data unveiled is as inspiring as the campaign. Delhi witnessed an unprecedented 1.9 crore job applications, while Chennai made history with equal gender representation in applications. Bengaluru saw a staggering 40 Lakh women applicants, Hyderabad boasted 31 lakh fresher applications, and Mumbai shone with 40 lakh graduate applications in 2023 alone. #ApnaThankYou heralds a fresh chapter in job-seeking narratives as it took the digital world by storm while unveiling a mesmerising campaign on Instagram and LinkedIn.

    Sharing insights about the initiative apna.co founder and CEO Nirmit Parikh said, “Since the inception of apna.co, our mission has centred on providing a singular platform for job seekers to not only discover career opportunities but also foster valuable professional connections. The essence of the #ApnaThankYou campaign encapsulates the celebration of diverse narratives that have unfolded within our platform’s vibrant ecosystem. We extend our heartfelt appreciation to each user who has placed their trust in apna.co’s journey.”

    The campaign allegedly gained widespread acclaim through various social media handles on Instagram, reaching diverse audiences. Through this, apna.co aims to create a relatable and supportive environment for individuals navigating the complexities of the job market. apna.co is ensuring that everyone, irrespective of their journey, feels empowered and supported in their pursuit of rewarding career opportunities.

    Link to the Campaign Video –

  • GUEST ARTICLE: Performance based tracking platforms are ensuring customer centricity and empowering them to grow their business at scale

    GUEST ARTICLE: Performance based tracking platforms are ensuring customer centricity and empowering them to grow their business at scale

    Mumbai: Across geographies, the performance marketing ecosystem is constantly growing and has become more complex over time. It has witnessed fast-tracked growth on the sidelines of both the rise of SaaS platforms and the popularity of affiliate networks. According to Emarketer, total digital ad spending is projected to reach $526.17 billion by 2024, up from $332.84 billion in 2020. The onset of the pandemic made businesses take notice of monetary resource allocation like never before. As a result, in the post-pandemic era, new age tracking platforms enable businesses to make data-driven decisions and scale their operations at the most competitive price points. All this has been made possible by offering the highest level of automation, which continues to empower companies and ventures of all sizes with the tools they need to stay competitive and scale their business.

    Need for tracking platforms to put customers at the centre of all of their actions

    The current market offerings provide limited data insights and require substantial manual work. There are still ample numbers of cases where account managers spend a large extent of their working time conducting repetitive tasks such as approving offers, notifying clients, or creating Excel tables to derive insights. Performance tracking platforms need to listen to customer feedback and, based on that, build their technology stack. Equally important is to remember that every client has different needs and requirements, and they need to be provided with tools so that marketers can successfully measure and optimise campaigns at an affordable price.

    Understanding the four key ways of demonstrating customer centricity and its impact on business growth.

    Never before has it been more important for performance tracking platforms to give customers the freedom to adapt technology to their needs while also reacting to post-pandemic changing environments. This includes modifying, filtering, and enhancing events in real-time.

    Businesses should be given a broad range of tools instead of a one-size-fits-all solution. At the same time, providing clients with full control over their traffic to prevent fraud is indeed the need of the hour.

    Clients should have all their marketing needs in one platform. Automation is key to streamlining processes and giving clients more time to focus on high-value tasks that will grow their business.

    In this regard, performance tracking networks should make critical analytics consistently available on a marketer’s dashboard, making it easier and faster to view performance and take action when necessary. By ensuring customer data reliability through the platform’s comprehensive data display, tracking networks can enable agency partners to have all their data accessible from a single dashboard. They should provide customers with real-time information and innovative automation to give customers time to focus on analytics, strategy, and scaling their business.

    Tracking platforms should strive towards putting customer value at the centre of all of their actions. It is imperative to understand the needs of every customer in order to derive the potential value that they can expect from using the tracking platform.

    Last but not the least, right from onboarding to daily operations, offering customer support services at the highest standard is just as important as the innovative tools and technology that help businesses to scale. These are two sides of the same coin: the innovative technology needed to help businesses scale, and a support service that helps them get the most out of a tracking platform. The onboarding process should be personalised for each client, ensuring that they get the most out of the platform’s innovative tools. Separate dedicated onboarding sessions play a crucial role in helping customers get familiar with their way around the tool from the very beginning. Once clients get familiar with the tool, focus should be put on understanding their use cases to help reiterate key features (such as the automation engine and optimization features) that set the chosen platform apart from other market players. Providing short explainer videos that directly showcase certain features—from how to set them up to refining them for a client’s specific purposes and more – is yet another useful route.

    Time and again, it has been proven that a customer-centric approach empowers marketers to scale their companies, resulting in satisfied customers. If tracking platforms can continue to focus on innovating reliable technology while also putting in place excellent customer service, they can certainly help in accelerating their clients’ business growth.

    The author of this article is Yogeeta Chainani, co-founder & chief executive officer (CEO), Swaarm.

  • TV advertising embraces digital in Kantar’s Creative Effectiveness Awards 2022

    TV advertising embraces digital in Kantar’s Creative Effectiveness Awards 2022

    Mumbai: Advertisers increased their advertising and media investments in 2021, as lockdown restrictions in many markets started to ease, with further investment in digital platforms. Digital ad spend saw a growth of 30.5 per cent, compared with 19.2 per cent overall, and more media channels became digitalised, according to data-driven insights and consulting company Kantar. The company revealed the results of its Creative Effectiveness Awards, recognising the most impactful ads of last year, as judged by consumers.

    Throughout 2021, Kantar’s Link creative testing platform was used to evaluate more than 13,000 TV, digital, print and outdoor ads in 75 markets. The awards celebrate those which were most impactful in building brands, driving sales and increasing long-term equity. As well as recognising the best creative work of the year, the awards showcase the ‘creative sparks’ – the common themes which set apart the most effective ads, and underline some of the key market trends influencing advertising in 2021.

    An accelerated shift to digital

    “These dynamic trends create significant opportunities for new types of creative expression in advertising, both online and offline. Channel fragmentation means a greater need to understand ad effectiveness than ever. The integration of Behavioural Science techniques, better automation, and faster, more granular insights mean creative testing should be part of every team’s development cycle,” commented Kantar EVP creative and media solutions Jane Ostler. “And of course, the universal principles still hold true; when you combine clear marketing objectives with brilliantly executed creative, we see effectiveness in action.”

    Winning ads reveal the ‘creative sparks’ to ignite effectiveness

    Across the 13,000+ adverts analysed using link, Kantar’s validated ad testing solution, Kantar identified five ‘creative sparks’ that set the most effective executions apart:

    Ad breaks go social:

    The winning TV ads in this year’s awards demonstrate a clear move towards infusing direct references to digital environments and themes. This could be a deliberate attempt to acknowledge the existence of online platforms, which many of us are immersed in for hours each day. Including visual cues from the digital world undoubtedly makes TV ads more compelling and more absorbing to watch.

    In eighth place in the top 10 TV ads of the year, Chupa Chups XXL Flavour Playlist TV spot is one example of this trend in action. “We are delighted to have our work recognised by Kantar. Our goal was to use the launch of our new product as an opportunity to extend the brand’s reach and relevance among young adults,” Perfetti Van Melle senior brand manager Jordi Rosell said. “One of the key things we wanted to capture was the independence, assertiveness, and rebellious spirit of young people. The creative approach was designed to break with tradition, using references to TikTok, gaming and other cultural touchpoints in a way that reflects their lives, while giving prominence to the unique features of the product.”

    Every second counts:

    With winning ads ranging from six to 136 seconds long, the awards show you can effectively tell a story at any ad length. While digital ads are often short to reflect our online attention span, one of the winners in the digital category is a two minutes and 15 seconds long ad for Colombian beer brand BBC, which uses an unusual and distinct graphic style soundtracked by a jazz track that draws viewers in.

    Global campaigns, local heroes:

    Many brands want to build a consistent perception amongst viewers globally, but local understanding is key to creative choices that are effective and support the global brand vision. Diageo brand Johnnie Walker scooped awards for ads in the UK, Mexico and Thailand with effective local executions which contribute to a consistent global strategy.

    Show, don’t tell:

    Even with the myriad of new developments and sophisticated ways to stretch creative boundaries with advancements in visual and audio techniques, our winning ads show that the product demo is still as effective as ever.

    In first place in the TV category, Mitre 10’s “With you all the way” spot is a stand-out example of a product demo that is natural and maintains the flow of the ad. “‘With you all the way’ is a promise of partnership. We’re there to help our customers build confidence in their ability to get the job done right,” Mitre 10 chief marketing officer Jules Lloyd-Jones commented. “With a touch of humour thrown in, the ad creative reflects that promise and centres on our greatest asset – our people. Leaning into that differentiator, the aim was to take us from retailer to trusted project partner for our customers, really inspiring them to love where they live, work and play. We’re so pleased the ad has landed so well with Kiwi customers and we’re honoured to see the campaign recognised internationally in the Creative Effectiveness Awards.”

    Make them smile:

    Laughter has long been a staple in advertising. But the last twenty years have seen a steady decline in the use of humour as a result of the purpose-based marketing boom, and as brands looked to communicate sensitively during the pandemic. Recent analysis from Kantar shows that humour is a powerful tool in creating ads which are expressive, involving and distinct. Award winners from Rappi, Zespri, Amazon and Chromebook show that bringing humour back into advertising pays off.
    On Wed, Apr 27, 2022 at 7:37 PM Anupama Sajeet <anupamas@indiantelevision.co.in> wrote:

  • Virat Kohli stays most valuable celebrity in 2021 with brand value of $185 mn: Report

    Virat Kohli stays most valuable celebrity in 2021 with brand value of $185 mn: Report

    Mumbai: Cricket and Bollywood celebs continue to rule the roost when it comes to brand endorsements in the country, as indicated by data & insights company Kroll’s latest report on Celebrity Brand Valuation – a study of India’s most powerful celebrity brands. Cricketer Virat Kohli retained the top position for the fifth consecutive year with a brand value of $185.7 million, while actor Ranveer Singh secured the second position this year coming up one place from the previous year’s third rank, with a brand value of $158.3 million.

    Bollywood superstar Akshay Kumar, who had taken the second spot in 2020, settled for the third position this year with a brand value of $139.6 million, according to the report.

    Duff & Phelps, A Kroll Business, announced the release of the seventh edition of its Celebrity Brand Valuation Study 2021 titled ‘Digital Acceleration 2.0.’ The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their brand endorsement portfolios and relative social media presence. Alia Bhatt became the most valued female celebrity in 2021, ranking at the fourth spot with a brand value of $68.1 million, with Deepika Padukone being the only other female celebrity to make it to the top ten at seventh rank.

    [[{“fid”:”1068269″,”view_mode”:”default”,”fields”:{“format”:”default”,”alignment”:””,”field_file_image_alt_text[und][0][value]”:false,”field_file_image_title_text[und][0][value]”:false},”link_text”:null,”type”:”media”,”field_deltas”:{“1”:{“format”:”default”,”alignment”:””,”field_file_image_alt_text[und][0][value]”:false,”field_file_image_title_text[und][0][value]”:false}},”attributes”:{“height”:907,”width”:700,”class”:”media-element file-default”,”data-delta”:”1″}}]]

    Cricketer MS Dhoni entered the top-five club this year with a brand value of $61.2 million, even as his fellow cricketers Sachin Tendulkar and Rohit Sharma came in at eleventh, and thirteenth positions.

    The overall brand value of the top 20 celebrities in 2021 is estimated at $1.2 billion, as per the study – an increase of about 12.9 per cent from last year.

    The study recognises the impact of the second year of the pandemic on the overall celebrity endorsement space and the evolving Indian media and entertainment industry.

    “While prominent Bollywood celebrities continue to feature in our list of top 20 celebrity brands, this year we saw some notable changes,” commented Duff & Phelps managing director Aviral Jain. “Ranveer Singh, Alia Bhatt, and MS Dhoni witnessed a stellar jump in their brand values and they seem to have hit the right chords with the audience in 2021. We also saw more sportspersons rising in the top celebrity rankings, including the likes of Sachin Tendulkar, Rohit Sharma, and PV Sindhu. This significant jump was because of the lesser competition from Bollywood celebrities since there were fewer theatrical releases in 2021.”

    “Businesses and brands have heavily leveraged social media and other online platforms for brand endorsements this year, too, with below par weightage to traditional platforms,” stated Duff & Phelps APAC head for valuation advisory services Varun Gupta.

    2021 also saw the emergence and growth of several startups in the fintech and direct-to-consumer (D2C) business segments that significantly contributed to the overall number of brand endorsements undertaken by the top 20 celebrities.

    “As traditional as well as upcoming industries adopted the digital route to continue engaging with their consumers, we observed greater traction in fintech, social media and OTT platforms, and D2C platforms from a celebrity endorsement standpoint,” Gupta added.

    The list of the top ten celebrities in the Celebrity Brand Valuation Report is as below:

     

    Celebrity – Top 10

    2021 Brand Rank

    Brand Value ($ Mn)

    2020 Brand Rank

    Virat Kohli

    1

    185.7

    1

    Ranveer Singh

    2

    158.3

    3

    Akshay Kumar

    3

    139.6

    2

    Alia Bhatt

    4

    68.1

    7

    MS Dhoni

    5

    61.2

    11

    Amitabh Bachchan

    6

    54.2

    9

    Deepika Padukone

    7

    51.6

    5

    Salman Khan

    8

    51.6

    8

    Ayushmann Khurrana

    9

    49.3

    6

    Hrithik Roshan

    10

    48.5

    10
  • Expectations Budget ’22: Fuel prices, medical expenses remain major concerns shows Kantar survey

    Expectations Budget ’22: Fuel prices, medical expenses remain major concerns shows Kantar survey

    Mumbai: With the third wave of pandemic raging on, the majority of consumers expect the government to increase focus on strengthening the healthcare infrastructure, showed the latest pre-budget survey conducted by data insights company Kantar.

    According to the survey conducted across 12 cities, healthcare tops consumers’ concerns, followed by mounting medical expenses, and fuel prices. In a telling indicator of the increased health care expenses over the last two years, 53 per cent of consumers, especially those from non-metro cities, said they expect an increase in deductions for their medical/health insurance.

    The rising fuel prices too have also taken a toll. At least 72 per cent of the people surveyed expect the government to bring petrol and diesel under the ambit of GST to bring down the fuel costs. With increased focus on climate change and sustainable living, 60 per cent of consumers expect the government to prioritise subsidies on electric vehicles in the coming year.

    Tax Deductions

    With respect to consumer expectations in terms of tax deductions, investments under 80C covering multiple investment options emerged at the first rank with 60 per cent claiming they want an increase in deductions from the same. The younger, affluent salaried class consumers seemed to have a higher desire (65 per cent) for this, as compared to mass consumers (57 per cent), according to the survey.

    Home Loan EMI emerged third with 39 per cent of consumers seeking an increase in tax deduction on their Home Loan EMI’s. A higher skew for this increase was seen in metros at 41 per cent.

    “As we step into the third year of the pandemic, the public wants the government to further invest in public health infrastructure and other favourable policies like tax deductions for insurance, which help alleviate the burden of medical expenses. Concerns about fuel prices come through, as does a desire that the government should help us wean ourselves off dependency on dirty and ever more expensive fossil fuels, through e-vehicle subsidies,” said Kantar executive managing director- South Asia, Insights Division Deepender Rana.

    Cryptocurrency

    Cryptocurrency as an investment avenue is expected to continue making noise this year as well. Intention to invest in cryptocurrency also showed a jump to 32 per cent, as against 19 per cent in July 2021, possibly driven by awareness and exposure that advertising and celebrity endorsements have generated over the last few months. Millennials seem to be keener on trying this new investment avenue as their intention to invest is higher at 32 per cent as compared to those in the age group of 36-55 years which is at 26 per cent.

    “As cryptocurrencies take off and the government mulls a tax on crypto transactions, investors want the government to play a role in encouraging yet regulating these innovative finance instruments through India’s own cryptocurrency,” added Rana.

    Majority expect India to launch its own official cryptocurrency in 2022. There is an overwhelming preference towards investing in India’s cryptocurrency with 79 per cent claiming to invest in that over existing cryptocurrencies like Bitcoin, Ethereum, Dogecoin etc. This is driven by the perceptions of it being more secure due to clear regulations laid down by RBI.

    Interestingly, the survey also indicates that consumers are leaning towards adopting the new tax regime since it came into existence on 1 April 2020. At least 55 per cent said that they intend to choose the new tax regime in 2022.

    The survey mapped consumer sentiments and expectations from the union budget, scheduled to be unveiled on 1 February. As many as 1419 consumers aged between 21-55 years including a mix of salaried and business owners as well as mass and affluent class from the metro & non-metro cities were interviewed from Mumbai, Delhi, Chennai, Kolkata, Pune, Hyderabad, Bangalore, Ahmedabad, Indore, Patna, Jaipur, and Lucknow.