Draftfcb Ulka launches Asterii Analytics!
The first factor is a rapid decline of exploitable market segments. Easy access to technology and global internet driven communication systems means that any idea gets replicated in months if not weeks. The market has millions of profitable niches but these are not visible using conventional marketing techniques.
The second factor is the high cost of launching new brands and variants and consequently the high cost of failure. A cluttered market environment compounds the problem.
In such an environment marketers and businessmen are discovering, that the time tested method of intuition based decision systems (albeit with a lot of process and information backups) are not yielding the desired results. In such an environment there are cases of several companies which we call analytic organisations. The companies are competing on the basis of analytics and have built the entire organisation on a culture and process of data driven decision systems. These companies increasingly are out performing their peers in the marketplace
This shift has become possible because of a third factor which is the confluence of data and the computing power needed to manage and interpret that data. India traditionally has had a paucity of good data and computing power was too expensive for the medium sized business. India today is at a tipping point with the rapid expansion in the retail and financial sectors a huge amount of data would be available to marketers, the IT and communications revolution would mean computing power on your desktop.
These three factors are going to intensify a trend and a shift towards analytics based decision making and we believe that analytics would become the game changer for companies over the next ten years.
Asterii is the analytics company from the DRAFTFCB+ULKA group and is one more manifestation of the groups continuing endeavour to build capabilities and solutions that will create "Brand Wealth" for all its clients.
Asterii is a coined word and is derived from the word Asterism which means seeing a pattern of stars in the sky. Patterns, which give meaning not just to the billions of stars in the sky but also the billions of data points that any business has to interpret and decipher.
Asterii will draw on over 50 years of expertise in creating "brand wealth" and developing communication programmes and marketing strategies that are based on unique consumer insights.
Asterii is unique among analytics companies in that it goes beyond techniques and tools to bring "insights" which are rooted in data and analytics. Insights which will help create solutions which will have a predictable impact on the client's brands and business.
Asterii will support clients across the entire spectrum of marketing activities and is a specialist marketing analytics company. Asterii is supported by a global network of analysts in the DRAFTFCB ecosystem giving Asterii clients and business partners access to the global tool kit and best of breed technology solutions.
The Asterii solutions toolkit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The entire array of solutions and capabilities are supported with monitoring solutions and reporting solutions that can give near real time inputs on your marketing programmes.
The specific modules that Asterii Analytics offers are as follows:
Robust tools to help clients evaluate and select markets, map competitive forces and thus help assign a value to the consumer opportunity. This will help create a macro view on the brand and also help develop go to market strategies.
As marketing communications go digital and social media becomes the media of choice for many consumers it becomes critical to have a monitoring and optimisation solution for the entire digital programme. Asterii helps develop social strategies by doing insight mining, identifying key influencers and mapping the interaction paths for various consumer segments.