Knowledge seminar titled ‘Data-Driven Marketing – Are We Walking The Talk?’, powered by Inmobi in association With Dainik Jagran, discussed the importance of data in marketing initiatives at Goafest 2023 yesterday.

Moderated by Vikram Sakhuja, Group CEO Madison Media & OOH, the panelists for this session were Chandan Mukherji, Director & Executive VP – Nestle India, Priyanka Gill, Group Co-Founder, Good Glamm Group & CEO, Good Media Co, Ravi Santanam. CMO – HDFC, and Vipul Prakash, COO, MakeMyTrip.

This session discussed in-depth numerous elements that need to be factored into the workings of the world of data-driven marketing, to which, Chandan aptly added, “Data is helping brands make real-time marketing decisions.”

The session also, through the panel discussion, assessed the utilisation of the relevant data, aggregated and personalised as well as the shift from traditional approaches because of available data and its analysis. Priyanka rightly added, “Data today is a blunt instrument, but with time and teams learning to use data sufficiently, it could become a sharper tool.”

Similarly, this interaction also underlined the importance of enriching data collection on parameters that are relevant to a brand. In this case, informed hypotheses will help brands with growth in conversion rate because consumer behaviour patterns are being learnt and evaluated like never before.