From Data to Dollars: Harnessing Analytics for Marketing Success

Nishant Shekhar, Vice President of Data Analytics at Havas Media India is a data-driven marketing leader with over a decade of experience. He leads the Data and Analytics division at Havas Media Group, India, where he builds advanced analytics solutions. With a proven track record of using data to grow businesses, win pitches, and develop custom solutions for clients, Shekhar has also implemented training programmes to enhance the organisation’s understanding of analytics.

Through his career at BARC, Publicis, Omnicom and Havas, Shekhar has played a pivotal role in establishing data analytics divisions. He has been at the forefront of driving data-led projects across multiple categories, including e-commerce, FMCG, consumer durables, automobiles and beverages. His work has impacted key global and Indian brands such as Volkswagen, TATA Motors, Ferrero, AbinBev, Diageo, Nivea and Reckitt, to name a few.

Shekhar was recently in Kathmandu as a resource person for a programme titled ‘Learning Curve’, organised by Catalyst in conjunction with Business 360. Here, he shares the importance of data and how it can be leveraged to uncover consumer behaviour. Excerpts:

How do you leverage data and analytics to uncover consumer behaviour insights and target audience segments effectively in the Indian and Nepali markets, and what tools or methodologies do you find most valuable in this process?

In today’s data-driven world, understanding consumer behaviour is paramount to business success. By harnessing the power of data analytics, we can gain invaluable insights into the India and Nepal markets. We explore how a multi-faceted approach to data acquisition, analysis and interpretation can help you develop effective marketing strategies tailored to these dynamic regions. The factors to be considered are:

 

Data Acquisition

Multi-Source Strategy: We collect data from diverse sources like website analytics, social media, purchase history, loyalty programmes, surveys and market research to gain a comprehensive understanding of the customer journey.

Mobile-First Focus: Recognising the mobile-dominant landscape, we prioritise app usage data, in-app purchases and mobile web analytics to grasp on-the-go consumer behaviour.

 

Data Analysis Techniques

Segmentation Expertise: Segment audiences based on demographics, psychographics and behavioural data to identify distinct customer groups.

Social Listening Power: Leverage social listening tools to track brand mentions, analyse competitors and understand consumer sentiment for real-time campaign adjustments.

Predictive Capabilities: Machine learning is used to anticipate future customer behaviour, predict purchase likelihood and personalise product recommendations.

 

India and Nepal Considerations

Language Acumen: Adapt content and communication strategies to cater to the diverse languages spoken in both countries.

Value Proposition Focus: Understand price sensitivity and prioritise highlighting value propositions and affordability in marketing messages.

Cultural Sensitivity: We respect cultural nuances and tailor marketing campaigns accordingly for a positive brand experience.

Data Privacy Compliance: We adhere to data privacy regulations in India and Nepal, prioritising ethical data practices.

Syndicated research/survey tools, such as Global Web Index (GWI), TGI, YouGov, etc allow us to get a lot of information at geographical, infographics level. They also provide a deep understanding of what does the TG watch/listen, what they are interested in consuming along with their consumption behaviour.

Can you share examples of successful data-driven campaigns or initiatives that have been executed in India, highlighting how data analysis and interpretation have contributed to the success of these campaigns?

India’s vast and diverse market presents unique challenges and opportunities for marketers. By harnessing the power of data and analytics, brands can navigate this complex landscape effectively. We always explore how data-driven strategies can be leveraged to achieve marketing success in India.

“Regulatory frameworks like India’s Data Protection Bill and Nepal’s Personal Data Protection Act will play a crucial role in shaping data collection practices. The focus will shift towards obtaining explicit user consent and building trust through transparent data practices. We prioritise compliance with these regulations and prioritise responsible data collection practices that build trust with clients and consumers in both countries”

Leveraging Data for Marketing Success in India

BUILDING THE MEDIA PLAYBOOK FOR GROWTH FOR QSR BRAND

Challenge: Post pandemic, Quick Service Restaurants industry has seen a heavy competitive heat. There were more brands, more offers and a greater variety of messages, added to greater advertising pressure. This scenario made gaining market share more difficult than ever for our client. The challenge for them was to do more with less budget to achieve the growth objective for FY23.

Data-Driven Solution: It was imperative for the brand to achieve high top of mind awareness (TOMA) when consumers were looking at eating out. The goal was to ensure the growth in both acquisition and retention while positively impacting the brand purchase metrics through their offerings. Havas Media Analytics team built more than 20 diminishing return and return on ad spend (ROAS) models on weekly revenue and weekly YouGov Brand Index metrics to educate the client on how to use ROAS targets for growth and what to expect with increasing budgets.

Results: Business Impact: Sales improved by 30%, AD generated revenue up by 16%, TV ROI increased by 25%.

 

BRANDFORMANCE MODELLING TO REDUCE MISATTRIBUTION AND BUILD CONVERSION FOR A TWO-WHEELER TYRE BRAND

Challenge: They wanted to re-establish the brand with the new brand name with a dual task of building TOMA among the relevant consumers and reducing the misattribution for the brand to drive conversions.

Data-Driven Approach

Brand Tracking: Introduced YouGov Brand Track for the brand to the client and incorporated the metrics along with sales in driving the insights on building MROI.

KPI Optimisation: We understand the relationship between and then prioritise upper, mid and lower funnel KPIs that impact business performance.

Nested Modelling: Quantify the impact of marketing across the identified KPIs to help achieve business targets.

Geo-Incrementality: We built market prioritisation basis business, brand, distribution and marketing parameters.

Econometrics: Quantified the impact of media channels, IPL association, balance between impact vs continuity.

Results: Business Impact: 37% improved Reach to Recall, +46% improvement in awareness to usage, brand favourability increased by 24%, purchase intent increased by 26%.

With evolving data privacy regulations and consumer expectations around data security, how does Havas Media ensure that data collection and usage practices are ethical and transparent, particularly in the context of operating in multiple markets?

In an era marked by increasing data privacy concerns, Havas Media is committed to upholding the highest standards of ethical and transparent data practices. We always explore our comprehensive approach to data management, encompassing global consistency, user empowerment, robust security measures and a strong focus on data minimisation. Our commitment lies in safeguarding consumer data while driving business success.

 

We achieve this by:

Global Consistency: Implementing a unified data privacy framework aligned with global best practices and local regulations.

User Empowerment: Prioritising transparency and providing users with control over their data through clear communication and consent management.

Robust Security: Investing in advanced security measures to protect sensitive information and conduct regular audits.

Data Minimisation: Collecting only essential data and adhering to strict data retention policies.

Employee Education: Empowering our workforce with knowledge about data privacy and ethics.

Strong Governance: Establishing clear accountability and oversight structures.

How can we approach cross-border data analysis and insights generation for campaigns targeting audiences in both India and Nepal, considering the differences in demographics, consumer behaviours and cultural contexts between these two countries?

Understanding the nuances between India and Nepal is crucial for successful cross-border marketing campaigns. Here we explore how data analysis can be tailored to these two unique markets. We delve into strategies for data collection, segmentation and analysis to uncover valuable insights that drive effective campaign development and execution. By focusing on local data sources, cultural sensitivities and regulatory compliance, we also demonstrate how to create campaigns that resonate with audiences in both countries.

 

Our strategy includes:

Localised Data Collection: Gathering data specific to each country through diverse sources, including census data, local social media platforms and market research.

In-depth Analysis: Separately analysing data from India and Nepal to identify distinct consumer trends, preferences and pain points.

Cross-Border Comparison: Identifying shared opportunities and potential synergies between the two markets.

Cultural Sensitivity: Incorporating language, cultural nuances and regulatory considerations into our analysis.

How do you measure the effectiveness and return on investment of data-driven marketing campaigns in diverse markets, and what key performance indicators (KPIs) do you typically focus on to evaluate campaign performance and optimisation opportunities?

Effectively measuring the impact of marketing campaigns in diverse markets like India and Nepal requires a tailored approach that explores key performance indicators (KPIs), data analysis techniques and optimisation strategies to ensure successful campaign measurement and ROI. We delve into the importance of understanding market-specific factors, the role of A/B testing, and the significance of data privacy compliance in driving successful marketing initiatives across borders.

Our process involves defining clear campaign objectives to guide KPI selection, adapting metrics to account for differences in internet penetration, mobile usage, and consumer behaviour, comprehensively tracking brand awareness, lead generation, website traffic, sales and ROI, continuously optimising through A/B testing and multi-touch attribution, and adhering to local data privacy regulations to protect consumer data. By combining these elements, we deliver optimised campaigns which help us in achieving desired marketing objectives.

How do you stay abreast of emerging data analytics trends and technologies in the digital marketing space, and how do you incorporate innovative data solutions into your strategies to deliver impactful results for clients?

In the rapidly evolving landscape of data analytics, staying ahead of the curve is essential for delivering exceptional results, which is why we foster a culture of innovation through continuous learning and experimentation. Our approach encompasses industry immersion by staying updated on the latest trends and technologies through research, online courses and conferences, hands-on exploration by conducting proof-of-concept projects to test new tools and techniques, collaborative innovation by leveraging diverse expertise within our team to develop groundbreaking solutions, and client-centric innovation by tailoring solutions to meet specific client needs and challenges. We also prioritise rigorous testing and measurement by evaluating the impact of new approaches through A/B testing and KPI tracking, ensuring that our commitment to learning and growth results in the best outcomes for our brands.

What challenges do you face in data collection, analysis and interpretation and how do you adapt data and analytics methodologies to address these challenges and extract meaningful insights for clients?

Data is crucial for modern marketing but unlocking its full potential comes with challenges. From ensuring data quality and privacy to extracting meaningful insights and turning them into actionable strategies, the path from raw data to impactful recommendations is a critical gamechanger.

One of the main challenges in data collection is maintaining data quality. We address this by using strong cleaning and validation techniques, ensuring the data we analyse is accurate and reliable.

Breaking down data silos by integrating data from various sources, gives us a complete view of the client’s data landscape.

For analysing large volumes of data, we use scalable cloud-based platforms and data warehouses that allow us to explore and gain deeper insights. We use techniques to identify and reduce bias, ensuring our insights are accurate and fair. Our data visualisation specialists then create clear and compelling visuals, making complex insights easy for clients to understand. Finally, we combine these data-driven insights with our strategic marketing expertise to develop recommendations that are tailored to drive client success.

Recognising these challenges and implementing effective strategies, ensure that data is handled rigorously and efficiently. We turn meaningful insights into actionable recommendations, helping our clients make informed decisions and achieve their marketing goals.

Looking ahead, what do you see as the future of data-driven marketing, and how is your company positioning itself to leverage advanced analytics, artificial intelligence, or machine learning technologies to drive more sophisticated and targeted campaigns in these markets?

The world of marketing is undergoing a data revolution leading to the exciting trends shaping the future of marketing in these regions. Havas Media is strategically using advanced analytics and artificial intelligence to craft targeted campaigns that resonate with audiences. The realm of data-driven marketing is undergoing a significant transformation in India and Nepal. Here’s an analysis of the future trends, along with how Havas Media is strategically positioning itself to leverage advanced analytics, artificial intelligence (AI), and machine learning (ML) for sophisticated and targeted campaigns in these markets:

Understanding the nuances between India and Nepal is crucial for successful cross-border marketing campaigns. Here we explore how data analysis can be tailored to these two unique markets.

A Booming Data Landscape

Both India and Nepal are experiencing a data explosion. Surging internet penetration and smartphone adoption are leading to a significant increase in the amount of consumer data available. This necessitates advancements in data collection, storage and analysis capabilities to effectively manage and utilise this ever-growing resource.

 

Navigating the Privacy Landscape

Regulatory frameworks like India’s Data Protection Bill and Nepal’s Personal Data Protection Act will play a crucial role in shaping data collection practices. The focus will shift towards obtaining explicit user consent and building trust through transparent data practices. We prioritise compliance with these regulations and prioritise responsible data collection practices that build trust with clients and consumers in both countries.

 

The Rise of Vernacular Content

With a multilingual population, catering to local languages will be paramount for success. Advanced analytics and AI can be instrumental in facilitating the creation and analysis of vernacular content. This allows us to develop more targeted and culturally relevant marketing campaigns that resonate with local audiences.

 

Mobile-First Marketing Strategies

As mobile continues to be the primary access point for the internet, mobile-first marketing strategies will be critical. We will focus on developing expertise in location-based targeting, in-app advertising and crafting personalised mobile experiences to reach consumers effectively on their preferred devices.

 

The Power of AI-Driven Personalisation

Advanced analytics and AI will pave the way for hyper-personalisation of marketing campaigns. This will involve tailoring content, offers and messaging to individual customer preferences and behaviours in real-time. By leveraging AI and machine learning, we can create highly targeted and impactful campaigns that resonate with each individual customer. Havas Media is establishing a Centre of Excellence focused on AI and machine learning, called CSA. This team will spearhead the development and implementation of advanced analytics solutions for our clients. By fostering innovation in this area, we can stay ahead of the curve and deliver exceptional value in these dynamic markets. The Centre of Excellence will drive the development of sophisticated and targeted campaigns that leverage the power of AI and machine learning.