Tuesday, May 26, 2015

Why as a Marketer I ask for Data?

How to approach your target audience?
Where would you find your TG?
When can you connect with your TG?
How much budget I allocate for a Digital campaign?
What is the idea cost per user acquisition?
Best bid for CTC/CTR/CPM?

….and many more questions haunt a marketers mind.

In a traditional & conventional marketing scenarios, all these questions where answered with a vague amount of guess, prediction, case studies, intuition, assumption, try & error mechanism.

Well, in todays time with so much investment in big data analytics, marketers are on the right track when they decide to use a targeted and intentional approach to analysing their data. Big Data has become a marketing buzzword. All that marketers need to do is ask the right set of questions to get measurable results.

As a marketer we have access to social media analytics data, sales date, internet searches, cookies, CRM, thus we should ask some interesting questions to Big Data:

Which is the untapped market segment?
Nike saw big data as a portal into an entirely new market. As strong as Nike’s position has been, the “just do it” inspiration of its brand and the quality of its products was likely not enough to strengthen and grow its highly valuable and profitable customer relationships in the future. The data and information streaming from performance tracking and health monitoring wearables was potentially more valuable, providing a closer, more sustainable and constant connection to customers (not to mention loads of high-value data). Big data – a great complement to Nike’s current product portfolio and market positioning was both the ends and means of Nike’s innovation into a new market

When are consumers leaving us?
When T-Mobile set out to decrease its churn rates, it looked to big data to tell the story of customers who jumped ship and went to another company. The company noticed that customers who left shared similar behaviours across billing cycles, web logs, and social media channels.
Having identified several markers as risk factors, the company was able to effectively intervene when some of these markers popped up, decreasing churn rate within a quarter.

How effective is our social media?
Whirlpool, the largest manufacturer of home appliances, wanted to discover what their customers and consumers were saying about their products and services on social media platforms.They used Big Data to monitor and analysis conversations across popular channels such as Facebook, Twitter, and Youtube, review and blogger sites, and mainstream news. Analytics findings were incorporated into Whirlpool’s decision models to accurately predict customer churn, loyalty, and satisfaction. This process enabled the company to listen, respond, and measure on a scale unobtainable by manual methods. The results revealed that Whirlpool improved its understanding of its overall business. There was increased satisfaction, faster responsiveness, and overall, more satisfied experiences with customers. 

Do our customers want us?
Finding the commonality in what your customers like can be eye-opening and can prevent you from making big investments in products or services that no one is interested in. Netflix proved this point when it optioned the wildly successful series "House of Cards."
Execs weren't originally sure whether to move on the series or not. Sure, it was good, but would Netflix audiences like it? Luckily, Netflix had more than enough data at its disposal to help make a pretty educated guess. Do viewers like Kevin Spacey? Yes. Do they watch gripping, cynical political dramas? Yes. Do viewers watch material like this all the way through? Yes! Then, does it follow that they will like this series? Yes! And so it is that "House of Cards" fans have big data to thank for hours of enjoyable TV watching.

How effective is you're marketing?
Nissan have a whole host of localised websites designed to help consumers determine which Nissan is ideal for them. They wanted to go further than just simply measuring conversions, but instead delve into the car types, models and colours that customers had been looking at online.

They did this through a ‘request form’ that a potential customer has to fill out following their completion of a brochure or test drive request. By aggregating these data points from individual customers, Nissan were able to paint a vivid picture as to the vehicles which were in demand throughout a particular region – this means that advertising campaigns and production can be tailored to suit the needs of a region instead of just a country as a whole.

What will WOW a customer & gain a competitive edge?
It’s hard to talk about analytics success stories and not mention Amazon. They were one of the early adopters and are the only company that have a patent that allows them to ship goods before an order has even been placed. Their ‘customers who bought this…’ feature was revolutionary at the time, but compared to the company’s current offerings, it pales into insignificance. Now, the data points are wide-ranging and far more indicative of what a customer is likely to be genuinely interested in.

Today’s recommendations are based on. their wish list, the items they have reviewed and what similar people have purchased – this creates a very rounded profile of a customer and is a great example of predictive analytics being used to its full potential.

So to get the most from your Big Data investment, focus on the questions you's love to answer for your business. But remember, while there may be good and mediocre questions, the worst mistake you can make is being too afraid to ask your data any questions at all. The process may be challenging, but it can create an incredibly targeted and effective strategy.

Data-driven decisions are better than intuition-based ones. Happy Questioning!

Monday, March 30, 2015

A golden journey coming to an end with Huawei

Before I joined Huawei India all I knew was, that I had enormous passion for Android. My understanding of the OEM space today has strengthened working with Huawei for 3 and half years.

It’s been a golden journey....as all my passion, aspirations, desires, ideas all started coming true here. I could actually write a book, if I have to describe the learning’s that I got here....But I shall keep it limited to a post for now & just share some of the key projects I worked on:

MBB Landing Page:

Working as a business developer, partnered with some amazing companies to bring in some cool discounts, gifts, offers for our datacard users. The first web landing page we started monetizing by bringing real value for our customers. Total WIN-WIN

Huawei Club:

The new era of marketing is all about empowering your core fans to talk & advocate your brand. We travelled to many cites, visited colleges, met young minds, engaged with them & as a brand tried to bring in a small difference in the way they learn/adopt technology. Through the club we wanted to make fans feel honoured of being who they are & aspire to be who they wish to be. During this phase...I relived my college days!


The power of fans can take you anywhere..That’s what we witnessed during our partnership with RCB. We were all there in all the possible new channels, newspapers. Getting to meet all the RCB players was a dream comes true for me.


Being in this Smartphone space, I leant that hardware is going to get saturated. The game changer will be the experience an OEM will bring on to their consumers hand via the device. EMUI stood for making user experience simple & make touch more meaning full. Engaging with EMUI users across the global made my belief stronger about the power of social media. The power where you can get your ideas spread across with not limitations.

Honor Launch Event
So grateful to end my journey with some very sweet memories, all that was created during our recent Honor launch event in Delhi. I will forever be a fan of Huawei products & people who inspired me during this journey.

I take this opportunity to thank Huawei for making this journey remarkable & for all the beautiful memories which I will cherish for lifetime.

This is the perfect time, I am ready to finally say goodbye to the corporate world & embrace the start-up life. I will see all my loved ones on the other side...where my life takes a 180 degree twist. 

Monday, February 16, 2015

12 Social Media listening tools

Social Media is used by brands for various purposes like:
      ·         Brand Building
      ·         CRM
      ·         ORM (Online Reputation Management)
      ·         Lead Generation
      ·         Sales
      ·         Traffic Generation
      ·         Internal Communication
      ·         Fun Raising

The major activity in social media that marketers need to do is listen to what, when, where are consumers talking about their respective brands. Data on web is scattered all around, thus to make our life's more easy we have some free, premium & paid Social Media listening tools.

Tools to Monitor & Measure on Social Media:

1. Google Alerts: 

It’s a free tool; you can get email notifications any time that Google finds new results on a topic you’re interested in. Eg:- get updates about a product you like, find out when people post content about your brand on the web, or keep up with news stories.

Google Analytics is a free service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.

3. Facebook Insights:
Facebook Insights is a pretty powerful tool for those wanting to track user interaction on their Facebook Fan Page. Facebook Insights helps the page admin to track the number of active users, engagement, brand reach, virality & better understand page performance.

4 Klout: 
Influence is the ability to drive action. When you share something on social media or in real life and people respond, that’s influence. The more influential you are, the higher your Klout Score. It offers several ways to bring influencers & brands together.

Very similar to Klout, it helps brands to identify the key influencers & content that really matter to them.

TweetReach is a simple free tool to measure how far a hashtag reached on Twitter. It provides set of metrics to help you understand an idea's reach on Twitter, top contributors, top RTs etc

Bitly is not only a URL shortening service but also lets you track the statistic of any bitly URL

Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, tweets from across the web into a single stream of Information. It’s one interface to know if your brand reputation across the social channels is negative or positive.

It’s a paid social media management system, with functionality for teams to focus on engagement, publishing & analytics. Sprout makes it easy for the entire team to respond to customers on social and to know we’ve gotten back to each and every one. Provides great managing reports.

10. Alterian SM2:
Alterian SM2 is a business intelligence solution designed to provide visibility into social media and let brands tap into their customers' thoughts and opinions.

11. Radian6:
Very popular & desired social media tool. Powerful tool which will change the way you use digital marketing. Radian6 is a platform that enables organizations to monitor and engage in conversations across the social web. When you configure a search, the Radian6 platform retrieves results from more than 150 million sites and sources.

12. Sysomos: 
Sysomos helps you monitor, analyze, gather insights and ultimately, make the decisions that allow you to create better products and services for your customers

All the above tools lets you hear customers feedback, issues, suggestions...All that I can say with my experience is - You build customer loyalty and connection not by answering fast, but by engaging with respect and transparency.

So let’s not social media be all about no of Facebook likes, Twitter followers, Youtube views, Unique page views...let it be a platform where customers feel heard & connected to brands. 

Sunday, January 11, 2015

10 Learning’s from 2014 – A Chance to do it right in 2015

1. Save & Travel More:
Last year visited - Jaipur, Jodhpur, Delhi, Agra, Bangkok, Vellore, Mangalore, Gokarna…
Each travel brought in a new perception & exposure to different set of culture & people.

My logic says "Travelling actually saves you money". Thus this year I will work hard and save enough money so that I can travel more.

2. Kick-start a project with a clear Vision:
A project which was very close to my heart turned out to be unsuccessful not because we lacked efforts or skills but due to the gap in project vision.

Working towards clarifying the short term & long term vision for a project before it begins.

3. Keep abreast with latest Technology:
When I heard that your Refrigerator can send you email with list of grocery things to buy, I was amazed to know that Internet of Things has not just arrived – people have been working on it since 2010.

Big Data my latest crush, I lose my sleep imagining tones of things how Big Data can change the world in coming years. I hope to get my hands dirty on it soon. 

4. Health is Wealth:
Fast food, late hours of work, lack of sleep and no exercise is causing health issue to all.

If we don’t have a good health you can’t go a long way in life – so I have committed 45 mins each day for workout. Aiming to get that damn abs. 

5. Spend more time with loved once:
We always take our loved ones for granted. When you learn how unpredictable life is, its too late.

Keep the faith, things can change drastically in a year and bring more happiness than ever

6. Faith can do Miracles:
Few incidents that happened to me last year looks like a miracle, but without putting any logic I realized that you got to have faith to make things happen for you the way you want it.

All that I have is faith....so bring it on!

7. Don't think ...Just do it:
We all think & try to put logic around before doing anything. We think, we thing, we thing & eventually give up! At the end we regret or land up being normal.

Normal is not cool, just do! If it works - good for you, if it doesn't you will fall & learn more...that's what is life all about. Start living!

9. Slow down enjoy life more:
I was once asked “What you want from life?” & I realized – all that I want is to be happy.

Will not let time pass, instead I will be busy building memories.  

10. Work on Ideas:
I got so addicted to “Shark Tank” that I finished watching all the series in a month. That not only changed my perception towards the way I look at product but also what it takes to bring ideas into reality.

When I see how we live our lives & the kind of product we work with – I know there is a much better way of how things can be done. Let not the fear of failure stop us any more.

I wish you write and draw something that is important and interesting for you...
And if anything goes wrong I hope you get courage to wipe and start again.
Wish you and yours a happy new year!

Wednesday, November 12, 2014

Internet of Things - Innovations & Business Models

How many times have you’ll fought with your loved ones for – Leaving the water tap open, forgotten to switch off the lights, not buying the groceries on time,  leaving the plants un-watered etc. Well, to solve such many more problems & to make our lives easier here comes “Internet of Things”.

I happened to attend ThoughtWorks Converge Conference last Saturday, in this post I will share some of my learning on “Internet of Things”(IoT).

-          IoT term was first used in the year 1999

-          7 things a device must have to be IoT (Connectivity, Sensors, Processor, Security, Quality, Cost efficiency, Energy Efficiency)

Some of the disruptive Innovations in the space of Internet of Things:

Builders constructing Smart houses:

A house where your room temperature is auto set depending on the current climate temperature, will timely water your plants, lightings change as per your moods. All this is done without human interference with the help of IoT.

Connected Refrigerator:

Imagine your fridge scanning through your grocery items inside & preparing the grocery order list & sending a purchase order to Big Basket & when you come home all the materials are waiting at your doorsteps. Fridge sending out emails suggesting you based on the items present the Dinner menu to be cooked.

Google Car:

 Well google car needn’t be explained. That’s what I need as I am hopeless in driving. So practically eliminating driver’s cost you have a car which will follow google’s map & take you to your destination without any effort.

Healthcare enabled Smart watches:

 Today your Smartphone’s will warn you before your chances of heart attack, when your glucose level is going high & how much your BP is in control. Makes you feel your doctor is in your hand.

IoT Business Models:

Internet Business Models are revolving around Likes, Shares, Eyeballs, Views etc. With IoT there is an evolution of new business model:

-  Build a solution which will solve problems of people & they would be ready to pay for that solution

-    Solve the customer real time problem “now”

-    You may not have consumers directly paying for the solution, but have to identify a third party who would be ready to pay for it

-   Design BM around partnership & alliance for a bigger WIN

Some successful IoT Business Models:


A community where-in people discuss about their health issues & all this discussed business intelligence is shared across clinics & hospitals so that can generate leads.

"The world's most intelligent doorbell." Chui's facial recognition technology replaces keys, passwords or codes, allowing you to disarm a security system with facial recognition

Top10 Internet of Things Startup 

Way to approach a problem via IoT:

1.       Identify the problem

2.       Come out with 10 diff IoT solutions

3.       Design feasibility study for each of the solutions & finalize one which is more doable

4.        Develop Business Model

5.       If you know your idea is profitable & scalable go ahead with it

Few Tips for business in IoT:

-          Never startup because you have a great idea, startup because you have a problem to solve

-          Find the most easiest technical solution

-          Don’t design solution just for one market – plan it as a global solution

Today Refrigerators can send Malicious Emails, so my question to you is - Are You Yet there ?

Wednesday, September 3, 2014

Writing an impossible story for your life

"View from Kudremukh
Click by my baby sister - Bhavana 
Well, its a simple process:

Know ur weakness & strengths
Know what you really want
Plan ur moves
Start acting
Have benchmarks in each interval
Have a backup plan
Evaluate yourself every day
Keep Learning, Smiling & be Passionate
Prayer hard, believe that it’s gonna happen
Get ready to witness Life’s Miracle!