Brands
Unlocking the power of data: How analytics drives performance marketing success
Mumbai: “How much data is too much data?” is a question that I keep asking every day.
The advent of better analytical tools and collaboration of inter-disciplinary approaches towards marketing both as a science and an art has enabled brands to have a new decision-making firepower in their arsenal.
By unveiling actionable insights from this treasure of information from consumer behaviour, and preferences to the latest trends, data analytics offers organisations a glorious opportunity to stay ahead of the curve by delivering targeted, impactful, and laser-focused marketing campaigns that drive tangible results.
Predictive Analytics in Marketing
Predictive analytics is leveraged in marketing to forecast future trends and outcomes. By utilizing predictive models and algorithms, brands are able to gain valuable insights and make data-driven decisions to optimize their marketing strategies.
The crucial benefit of predictive analytics in marketing is its capacity to enable businesses identify and target potential customers. By analyzing past customer behaviour and demographics, predictive analytics enables predicting which individuals are most likely to become paying customers. This allows businesses to focus their marketing efforts on the right audience, increasing the effectiveness of their campaigns (mROI).
Competitive Analysis using Marketing Analytics
Marketing analytics plays a crucial role in facilitating businesses to analyze and compare their marketing efforts with competitors. By leveraging data, businesses can gain valuable insights into their competitors’ strategies and use that information to enhance their own marketing strategies.
A major benefit of using marketing analytics in this context is identifying gaps for improvement in marketing strategies. By competitors’ marketing campaign analysis, businesses can deep dive into what is working well and what is not. This further enables them to identify areas where they need to improve and areas where they have an advantage.
Enhancing Marketing Automation with Marketing Analytics
Marketing automation and analytics go hand in hand when it comes to optimizing a company’s marketing efforts. The relationship between these two elements is crucial to creating tailored and personalised marketing campaigns.
When it comes to marketing automation, data-driven insights from marketing analytics play a significant role in enhancing its effectiveness. By analyzing customer data, marketers can gain valuable insights into consumer behaviour, preferences, and engagement patterns.
These insights can then be used to create automated marketing campaigns specific to the needs and interests of individual customers.
One of the main benefits of incorporating marketing analytics into marketing automation is the ability to deliver highly personalized experiences to customers. By utilizing data-driven insights, companies can segment their audience into different groups based on their characteristics, preferences, or behaviours. This segmentation allows marketers to deliver the right message to the right person at the right time, increasing the relevance and effectiveness of their marketing campaigns.
Enhancing Inventory Management with Data Analytics
Not all products contribute equally to drive performance, and data analytics helps brands segment their inventory effectively. By segregating products based on factors like demand, variability, seasonality, and margin contribution, brands can tailor their inventory strategies to each category. This translates to allocating more resources to high-demand, high-margin products while implementing cost-saving measures for lower-performing items.
Conclusion
“Data is the new oil” has been making its rounds across almost every conversation and these are a few instances where data can help fuel not only performance marketing but lead to overall sustenance and growth of brands and help sail through the variability in the environment.
The author of this article is Adbuffs co-founder Abhishek Maity.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
