Goafest Day 2: Walking the talk on data-driven marketing

Day at Goafest 2023 saw an interesting Knowledge Seminar, titled ‘Data-Driven Marketing - Are We Walking The Talk?’, powered by Inmobi in association With Dainik Jagran. Moderated by Vikram Sakhuja, Group CEO Madison Media & OOH, the panellists included:

Chandan Mukherji, Director & Executive VP, Nestle India

Priyanka Gill, Group Co-Founder, Good Glamm Group & CEO, Good Media Co

Ravi Santanam, CMO, HDFC

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 Mukherji 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 Gill 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.