MAM
Project Worldwide launches ‘Math of Marketing’ IP for India
BANGALORE: Project Worldwide is putting numbers at the heart of creativity with the launch of Math of Marketing, a new strategic intellectual property designed to sharpen how marketing effectiveness is measured in India.
Billed as a long-term pillar rather than a one-off study, Math of Marketing opens with what the company calls India’s largest-ever analysis of marketing ROI. More importantly, it sets out to answer a question that keeps CMOs awake at night: how do you balance quick returns with lasting brand value?
The initiative brings together a brain trust of senior marketers from B2B and B2C sectors to create a shared framework for what “good” really looks like in 2026. Think fewer vanity metrics, more meaningful measures of growth.
“India is at a moment where evidence-led marketing can unlock the next wave of economic momentum,” said Project Worldwide global CEO Chris Meyer. “This IP creates a solid foundation to understand what truly drives brand strength and commercial success in a fast-changing market.”
At its core, Math of Marketing tackles the tug of war between short-term performance and long-term brand building. The framework will track everything from new KPIs that link brand health to revenue, to the growing power of retention, loyalty and customer marketing. It will also keep a close eye on how AI, modern tech stacks and smarter attribution models are reshaping decision-making.
The first major output will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, aimed at giving leaders a clearer language for success.
“As the marketing ecosystem gets more complex, data alone is not enough,” said Project Worldwide India and South Asia chief growth officer Rasheed Sait. “Brands need India-specific blueprints that help them fine-tune media choices, creative impact and long-term investment. That is what this IP is built to deliver.”
In the weeks ahead, Project Worldwide plans to bring the IP to life through industry consultations, roundtables and hands-on workshops, all focused on real-world challenges faced by Indian marketers.
For an industry often accused of chasing clicks over credibility, Math of Marketing is Project Worldwide’s bid to make marketing add up again.
Brands
Workday unveils Sana, a new AI tool for businesses
New conversational interface, 300+ skills and deep integrations aim to turn AI from sidekick to operator
CALIFORNIA: Workday has fired a fresh salvo in the enterprise AI race, rolling out “Sana”, a system it touts as “superintelligence for work”, designed not merely to assist, but to act. The pitch is blunt: stop dabbling with disconnected copilots and start letting AI run the plumbing of business.
Unveiled globally on March 20, Sana arrives as a three-part stack, Sana for Workday, a conversational interface; a self-service agent with more than 300 skills; and Sana Enterprise, which plugs into tools from Gmail and Outlook to Salesforce and Slack. The aim is to collapse the sprawl of enterprise software into a single AI-led workflow engine.
At its core, Sana promises four things: find, act, build and automate. Employees can query internal data, execute tasks such as updating records or contracts, generate dashboards, and trigger multi-step workflows, all within the same interface. The twist is where it sits, inside Workday’s existing systems, inheriting their permissions, compliance rules and audit trails.
“AI only works in the enterprise when it’s connected to trusted, deterministic systems,” said Aneel Bhusri, co-founder and chief executive. “Sana is what brings it all together… a powerful way for people to search, reason and orchestrate work across the enterprise.”
The critique of current AI deployments is familiar, flashy pilots, little real impact. Workday’s answer is to embed intelligence where decisions are made and actions executed. Gerrit Kazmaier, president, product and technology, framed it as a shift from suggestion to execution: “AI agents take action using trusted context, not just provide suggestions… a single experience where AI is embedded directly in the flow of work.”
Early adopters suggest traction. Berner claims 90 per cent adoption within 40 days, scrapping 400 ChatGPT licences. Cheffelo calls Sana its “AI backbone”, while Telavox says the conversation has shifted from automating tasks to reimagining entire processes.
Analysts, too, see a broader play. Josh Bersin described the integration as “a major milestone”, arguing it could reshape both customer and employee experience by making AI-native workflows the default.
Sana is being bundled via Workday’s Flex Credits, no separate licence, no added paywall, a move that lowers friction and speeds adoption. Meanwhile, Sana Enterprise extends the system beyond Workday, allowing users to search documents, schedule meetings or track project tickets across multiple platforms in one conversation.
The bet is clear: whoever controls the workflow, controls the future of enterprise software. With Sana, Workday is trying to move AI from a helpful assistant to an invisible operator. If it works, the software menus may vanish, and with them, the way work itself is done.
