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Tag: Jayant Kshirsagar

  • Indian Digital BrandFest 2023: Demonstrating Marketing ROI In A Complex Digital World

    Indian Digital BrandFest 2023: Demonstrating Marketing ROI In A Complex Digital World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were EaseMyTrip co-founder Rikant Pittie, Warner Bros.Discovery South Asia, marketing, OTT & broadcast Azmat Jagmang, Policybazaar.com CMO Sai Narayan, CleverTrap senior VP- India. The session chair for this panel was Fractional CMO Partners managing partner Jayant Kshirsagar.

    Kshirsagar began the session and spoke on how marketing ROI has changed so much in the last two decades. He also asked the same to the panellists on their marketing journey.

    Acharya replied first by saying, “ While you are looking for a brand, the brand is in the same breath looking for you. What are you interested in, what content you consume and here the data is the king. And if data is the king then definitely content is the queen and personalisation is the prince.”

    Jagmag shared her perspective on her marketing ROI, “ I had the opportunity to work with the traditional media houses going digital and OTT etc. There are times wherein often you do your best, especially in an industry like ours, which is media and you still have limited control on the outcome.”

    Narayan said, “The first thing that Policybazaar did was to keep the power of hands to the consumer. We are super passionate about helping Indians get educated about insurance.”

    Pittie said, “When you are designing a media strategy and you are measuring all the ROIs and it gets increasingly complicated. We end up putting all the media spending on some measurable metrics. And to me search trends are an honest indicator to show that what this entire noise and euphoria that you are building, is resulting from a consumer perspective.”

    Lastly, the panellists thanked Kshirsagar for asking enriching questions and also for keeping the session engaging. 

  • CAMM Summit 2022: ‘Retention is relevant through the customer journey’

    CAMM Summit 2022: ‘Retention is relevant through the customer journey’

    Mumbai: Retention is no longer just about the last phase of the customer journey anymore. In a traditional organisation such as a bank, retention would only come into question when the customer would close their account. But in the digital natvive business model, where the customer goes through five phases starting from acquisition followed by activation, retention, referral and revenue, retention is relevant through the latter four phases.  At the Content-Tech, Ad-Tech, Mar-Tech and More (CAMM) Summit and Exhibition 2022 organised by IndianTelevision.com co-powered by PubMatic and industry partner Adjust, experts from agency, SaaS startup, marketing deep dived into a conversation on ‘Decoding User Experience and Retention.’

    The session was led by Kinnect senior vice president marketing science and CX Bharatesh Salian who was joined by Zenith senior vice president Jasmine Sachdeva, Fast&Up vice president marketing Venkat Erpina and CleverTap senior vice president marketing Jayant Kshirsagar.

    The last two years of the pandemic have changed the conversation around user experience and retention. Marketers’ decisions are more guided by data as customers. “Earlier, when the consumer was on digital or offline, we were guessing what they wanted,” said Zenith’s Jasmine Sachdeva. “We leveraged static data such as the Indian Readership Survey to understand who the customer is and where the probability is of finding them. Today, tools like AI and machine learning are supporting us to be able to predict customers’ future behaviour and connect with them. We’ve moved from guessing to predictive customer journeys.”

    Fast&Up’s Venkat Erpina spoke about using purchase data to better understand the customer’s preferences. “Two years back, we entered the sports nutrition category with our product. If you have a strong retail customer base then it is easier to leverage them for future growth. So, we focused on customer satisfaction in terms of delivery time, packaging communication in various instances of product delivery and product quality. Then we segmented our customers into various cohorts. If a customer falls into a relevant cohort for a new product then we reach out to them and acquire new consumers,” he said.

    The panellist suggested that there is a limit to how much you can nudge a customer towards a new product. The idea is to give customers value over selling them more products to drive retention. SaaS startups such as Clevertap are leveraging first party data to help brands create a seamless customer experience and purchase journey.

    “All our customers are B2C companies with a digital native business model,” said Clevertap’s Jayant Kshirsagar. “Almost all of them have created a unique experience for their customers. Now they are focusing on creating value through experience.”

    “They are refraining from spamming the customer instead they are personalising. Clevertap has created a platform where we use data, analytics and recommendations. Retention is important in terms of safeguarding the consumer base as every five per cent increase in retention helps operating margins by 40-70 per cent. The cost of acquiring a customer is far higher than the cost of retaining a customer. Offering experience plus value using technology is the key to retaining customers,” he added.

  • CleverTap onboards Jayant Kshirsagar as SVP of marketing

    CleverTap onboards Jayant Kshirsagar as SVP of marketing

    Mumbai: CleverTap, the user engagement and retention cloud, has announced that Jayant Kshirsagar joined its leadership team in the role of senior vice president of marketing. He will lead the company’s marketing initiatives as it expands into new markets across the globe.

    Kshirsagar is a momentum player, with a long track record of launching strategic marketing initiatives that have measurable impacts on business outcomes. His keen understanding of the customers he has served and the challenges they face allows him to envision paths for growth, and to articulate solutions to the market.

    “Consumers today show a clear preference for mobile-first consumption,” said Kshirsagar. “It is how they research products, shop and manage every aspect of their daily lives. Consequently, every brand must become mobile-first if they want to remain relevant to the consumer. What’s more, brands face unprecedented pressure to increase user retention, engagement and lifetime value. I look forward to helping CleverTap plan and execute holistic strategies that drive customer connection and grow transactions through valuable and contextual marketing and communications.”

    Kshirsagar brings over 25 years of leadership experience at multinational companies, including SAP, Intuit, Wipro, AT&T (Idea Cellular) and, most recently, at the high-growth startup MarketsandMarkets, the company behind the world’s first market intelligence cloud.

    “We are delighted to have Jayant join our leadership team and direct the marketing function towards building a robust growth engine for CleverTap,” said chief growth officer Vikrant Chowdhary. “His vast expertise in building communities at scale and increasing market consideration will be pivotal to our growth plans globally.”