MAM
Data analytics & the formula for efficient marketing
MUMBAI: Data increasingly powers every element of the marketing mix – source of growth, consumer performance, content creation, mix optimisation and measurement. A panel discussion on ‘Data Powered Marketing is the new Disruption’ was held at the ‘Data Science Congress’ in Mumbai.
Experts on the panel were V I Tech Ukraine data scientist Dr. Kodliuk Tetiana, Gramener CEO Anand S, Aegis School of Data Science CEO Bhupesh Daheria (moderator) and Mindshare South Asia chief product officer M A Parthasarathy and Hotstar data sciences and analytics leader Santosh Bhat.
Every stage of the marketing loop – starting from defining source of business, through consumer insight, strategic direction, campaign planning, implementation and finally measurement & redeployment of learning – is defined by data. It supplements intuition, strengthens conviction and drives accountability, Mindshare’s M A Parthasarathy said.
At the outset, data drives the definition of the marketing objective. Parthasarathy said, “Consumer understanding has always been powered by a mix of intuition and data. While intuition is critical, the nature of data has changed exponentially. From sample-based studies based on claimed behavior to census-level understanding of actual behavior and intent, we now have a much richer appreciation of the consumer.”
To promote the latest offering by Castrol for mini-truck drivers, for example, Mindshare India commissioned a research and based on the findings developed the campaign. This data allowed them to identify key pockets where their target audience was present and come up with a targeted campaign using them as influencers among their peers. “The team managed to reach out to almost 85% drivers pushing sales by 40% for Castrol India,” Parthasarathy said.
This has translated to a much more agile manner of targeting the consumer in media. There is a marked shift from buying inventory to buying audience. And, customising the messaging to them in real-time
While data-rich categories like BFSI, hospitality, e-commerce and retail have led the adoption of these practices, it is rapidly getting adopted and customised across all major categories.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
