MAM
Kantar’s Link AI is now available on its market research platform
Mumbai: Data-driven analytics and brand consulting company Kantar has announced that Link AI, its AI-powered ad testing solution is now available on Kantar Marketplace, its market research platform.
Launched in June 2020, Link AI is the first fully AI-powered solution to be featured on Marketplace, said Kantar in a statement, adding that the ‘state-of-the-art creative effectiveness solution’ reliably predicts a TV ad’s in-market performance within 15 minutes and has been already used by its clients including Coca-Cola, Google, and Unilever.
The speed and scalability of Link AI make it possible to test ads for a wider range of scenarios than before. To test competitors’ ads, get feedback on early versions in the creative development process, optimise live campaigns in real-time, or build an evidence base of ad performance across a sector or market.
In 2021, more than 16,000 ads were tested in Link AI. Kantar Marketplace tested over 13,000 creative, media and brand assets and innovation concepts- up 180 per cent compared with 2020 while serving more than 700 clients including Amazon, Audi, PepsiCo, Coca-Cola, Diageo, Johnson & Johnson, Mastercard, Samsung, Reckitt, Vodafone, among others.
Link AI was trained using Link, a normative advertising database that consists of over 230,000 survey-enabled ad tests, 10 years of data, and 35 million real human interactions.
“Link AI is a hugely exciting and innovative addition to our portfolio of agile market research solutions. It is a truly market-leading solution, facilitating ad testing at an unprecedented scale,” said Kantar Marketplace executive managing director Will Galgey. “Delivering at incredible speed, combined with the power of the industry’s deepest ad testing database, and available either as self-serve or with optional servicing from Kantar’s expert team, Link AI on Kantar Marketplace should be an indispensable part of any marketer’s toolkit. This is a huge milestone for Kantar Marketplace and for our clients.”
“We know our clients have wide-ranging needs when it comes to creative testing, which requires a mix of human and machine-based solutions. The launch of Link AI on Kantar Marketplace is a real landmark in terms of delivering insights at speed, as well as making it easier than ever to use,” added Kantar executive managing director for creative and media Jane Ostler.
MAM
Manappuram Finance appoints Sreekanth P V as group head – operations
22-year veteran from Bajaj Finance to drive efficiency and customer experience.
MUMBAI: Manappuram Finance just upgraded its operations engine because when customer delight needs turbocharging, even the gold loans get a smoother ride. Manappuram Finance Ltd has appointed industry veteran Sreekanth P V as group head for operations & customer experience at the grade of president. In his new role, Sreekanth will lead efforts to strengthen operational efficiency, enhance customer experience, streamline processes, drive service innovation and scale the company’s digital ecosystems across all business verticals.
Sreekanth brings over 22 years of experience in operations management, digital platforms, product innovation and customer experience within the financial services sector. Most recently he served as deputy executive vice president for digital platforms at Bajaj Finance Ltd, where he led the development of a unified app and web platform strategy and built a cohesive digital ecosystem.
Manappuram Finance, chairman and managing director V. P. Nandakumar said, “We are pleased to welcome Mr Sreekanth P V to the leadership team. He brings extensive experience in operations management, digital platforms and customer experience. As we continue to strengthen our operational capabilities and enhance customer engagement, his expertise will play an important role in driving efficiency, innovation and service excellence across the organisation.”
The appointment reflects Manappuram Finance’s ongoing focus on building a stronger leadership bench and elevating operational standards as the company scales its lending and customer engagement capabilities.
In a sector where every rupee counts twice, Sreekanth isn’t just joining the team, he’s the new conductor making sure the entire orchestra of loans, digital flows and customer smiles stays perfectly in tune.
