Insights – Below the line

Marketing has traditionally been perceived as a cost centre and defining an optimum marketing spend has never been that easy. Big companies spend huge on brand promotions or ATL activities. BTL managers are usually under pressure to justify ROI from each penny spent. The fact that BTL activities also promote the brand is very often ignored and all you have to answer is the sales that result. Does marketing remain a cost center in true sense?

With experience, intuitions usually drive our judgments. Can technology be leveraged to derive an informed decision? Would better prospecting or understanding of customer segments, behavioral analysis, socioeconomic status, spending pattern, demographics, etc. help in turning customer’s footfall into sales? Can this insight aid in personalizing the campaign instead of keeping it open to masses? Will this personalization help in better engaging with the customer? What level of personalization can be achieved if we are targeting a huge customer mass? Will the response drive numbers? Let us look into these subjects a little more.

When we engage in any conversation, we listen to the other side. We learn from the inputs and understand the context. Then we speak in relevance with the context. The fundamentals always remain the same whether this engagement is with a friend or a customer. In an institutional scenario in which a company attempts to engage with its customers, the engagement persona from Alterian seems highly effective.

Listen:- Collect data from across customer interaction channels, monitor them and convert the data into useful information.

Learn:- Apply analytics to multi-channel customer data, derive intelligent insights and compile customer segments.

Understand:- Design a focused campaign which customers can relate to. Leverage insights to personalize the content and messaging.

Speak:- Deploy relevant interactions across the appropriate channels with the right content at the right time.

Listening is an attempt to gather data about mass customer universe from across the channels. A customer buying ‘X’ with ‘Y’, redeeming coupon or reward points, commenting on Facebook, criticizing on Twitter, writing a review in blogs, recommending a colleague, making a payment, asking for home loan, requesting an EMI for a transaction, defaulting a credit card payment, lapsing an insurance policy, flying a business class or anything that provides data that can be monitored and converted into useful information is a listening form.

Neither are two finger prints same nor are two customers. If a company is engaged with millions of customers, it is never likely that one offering will appeal all. Each customer is unique and thus has unique demands. However based on certain traits, customers with some similarity can be grouped as segments. Adequate customer data provides an opportunity to analyze insights about customer segments. Target segments can very effectively help in doing a up-sale or a cross-sale. For e.g. a set of customers in banking industry who, without fail, have paid home loan installments on time for last one year but do not own a car can be approached for a car loan. A set of customers who hold a current account but do not have a credit card provide an opportunity for credit card sale. Those customers who have shown a spike in their buying pattern may be the target for personal loans.  

Personalizing the contents on one to one basis builds a foundation for effective customer engagements and retaining loyal customers. Analytics integrated with campaign management solutions can build personalized contents that no way look like a mass message. Wouldn’t you feel happy if your bank sends you a personalized happy anniversary message with a discount offer in a multi-cuisine luxury restaurant and also offers to book a table for two if you confirm?

Not all day are happy days. Recently at one of the marketing seminars I attended, Dr. Batra was much talked about for his SMS campaign. Had I been bald, his SMS would have been of interest to me. Though he is spreading his awareness through his campaign, would bombarding a flood of irrelevant messages be termed a positive effect? In my personal experience, I stopped using a credit card from a major bank because I was frustrated by the number of calls I received from their customer care either for a balance transfer or for a loan on EMI.

A right content, at a right time, through a right medium is effective way to boost your sales.  Technology has now transformed mass marketing procedures to effective personalized experiences. A customer can be made to feel these personalized experiences either through emails, SMS or snail mails. Now a day Bluetooth enabled campaigns are effective in mall premises. Contents engaging with a target segment customers can be put on identified places whether inside a store, on the streets or on social media as well. Once you have the customer insight, you are free to apply innovative ideas to attract or retain him.

No wonder these analysis also lead to insights about customer churn and fraud possibilities. Banking, Securities and Insurance industries are very much sensitive to market conditions, inflation rates, currency fluctuations and global economic scenarios etc. See the last quarter's results and you find bad loans and pensioners forced the country's largest bank, State Bank of India, a 99% decline in net profits. Could we forget the recession effect on global banking majors? Identifying risks and managing exposures are very much critical to organization’s profitability. An attempt to identify the segments which are likely to churn or default and drive a retention campaign not only mitigates such risks, though partially, but also helps in making balance sheets look better.

In spite of all these discussed, the critical success factor for a banking organization, or for that matter any industry having huge customer data, lies in its ability on how fast can it assess these insights and respond faster than its competition. Can the organization afford any delay due to its dependency on IT? Isn’t the technology expected to favor the end users? I shall attempt to discuss this in my next blog. To deep dive into such matters and to find an effective solution in customer engagements, I am available at Rakesh.Ranjan@alterian.in .

Hazare : Khwaish Aisi...

Reading a tweet from a well known and responsible senior journalist made me think deeper into the less ordinary life of the so-called middle class hero whose selfless service elevates his stature above that of an ordinary man. While it is unanimously accepted that India needs educated leaders to lead the country, when a responsible, learned and worthy person advocates that media will do disservice by showing Anna as a Mahatma, not only the traits of the leader who unified the country for a noble common cause are questioned but the middle class fraternity is also sympathized for ever remaining the same merciful middle class.

Apart from Cricket or perhaps a New Year celebration, any other joyful occasion when India is truly unified, irrespective of demographical, geographical or communal bias, is hard to find. Unlike political rallies in which people camouflage as volunteers either for free meals or for some induced causes, multiple rallies across the nation supporting Anna witnessed true volunteers with causes of their own. Corruption in India has become so pervasive that its tentacles have grappled even the most revered institutions. It has seeped into the social culture and is affecting umpteen masses. No wonder Rajiv Gandhi once bemoaned that ‘Out of every 100 crore allocated to an anti-poverty project only Rs 15 crore reach the people. The remainder is gabbled up by middlemen, power brokers, contractors, and the corrupt’.

While people talk about corruption reaching monstrous dimensions among public servants, individuals are no less different. Recall Harshad Mehta, Ketan Parikh and now the case of Hasan Ali, the examples are only those few who couldn’t cope with lying below the surface. The more recent 2G scam appears as Public-Private Partnership. Corruption is not only a powerful inhibitor to economic progress of the country but also a moral issue which if addressed maturely will ease the economic prosperity and might also help in narrowing the rich and the poor divide. The stand that Anna has taken and the conviction that he has shown in his endeavors have aroused the nation leading to a new movement. People, media, bureaucrats, politicians and many more have positively acknowledged both Anna and his movement. If the motive is that imposing, the person behind needs an hats off and no surprises if some compare him with more notable personalities whom the history has witnessed.

Campaigning for a bill is only a fledgling step into a mass movement. True success cannot be ensured until the Indian mindset accepts it as a moral responsibility not to indulge in any act of bribe irrespective of its magnitude. This is something very difficult to accomplish. However, well begun is half done. Anna’s power to mobilize the public may partially be accounted to impactful digital social media. The more prominent factor that has propelled Anna to marshal the nation for various social causes, frighten the power goons and shake the government, is perhaps because he has nobody in his family to cry for him. Otherwise, a plebeian is more concerned about his family, his daily wages and thus by choice opts out of contributing to these social causes. Nevertheless, it is the plebeian who either suffers the most from corruption or indirectly contributes significantly in aiding this epidemic. Not to forget, the power of masses endures forever. Until the so called middle class or a common service man bursts out of its cocoon and espouses Anna’s cause without condoning, the wishful success is still a distance away!!! 

An Incredible Captain - Mahendra Singh Dhoni

For the first time I felt as if ever confident Ravi Shashtri's voice was little fumbling during the presentation ceremony. It was the joy that made the country scream with cheers. Madness could be seen all over the streets. World Cup 2011 was a special memento to Sachin Tendulkar who shouldered the team's responsibility for such a long time. I would have been happier if the players would have spoken even a line about MS Dhoni. Good that media is talking much about him.

What differentiates a good captain from a great captain are the traits of Mahendra Singh Dhoni who has been tested several times by the critics all over. Each time he faced them bravely, stood by his believes and took tough decisions in favour of the team. And now he slapped every one to keep his mouth shut with his skipper innings at the much required time - an unbeaten knock of 91 in the World Cup Finals.

History has witnessed on several occassions when a great batsman has taken over captaincy and has then failed to maintain his batting form. MS is no exception. I recall from the movie Iqbaal that how much technicality, focus and determination is required to plan a winning strategy. While consistently handling this immense pressure, probably the skipper's focus shifts from batting techniques or bowlers' analysis to game's strategy. Yet, MS proved himself at the most critical situation he can ever face in life. He was not playing for the audience but to win the game for his country.

Recall SRK's super-hit Chak-De-India; one wrong shoot and he repents seven years to prove himself. Dhoni's moving up the order at this critical juncture of World Cup Finals, an event that the nation was holding the breathe for and expecting it to repeat after 28 long years, was no less an analogy. Any mistake could have cost him a great deal. It is the ability of a leader to put his stakes at risk, abide by his belief and take tough decisions. Fortunately, fortune favoured the brave.

World Cup brings in special memories & pride for India. India had some turbulence time in the beginning of the series. With each passing match, the team improved upon hurdles and peaked at the occassion demonstrating a complete cricket. Everyone had hold his or her nerves as Malinga struck Sehwag and hopes were in despair as it repeated with Sachin. Thankfully, mature innings from Gambhir, Virat, MS and Yuvi paved way for the party. Kudos to team India and Kudos to each one of you!!!

A Mumbai Morning - A LOCAL Morning

I hail from the rural viscinity of Patna but have never been fortunate enough to stay there for long. From the little that I have seen into the lives of Bihari people, I do recall my memories of the local office commuting shuttle running between Buxar and Patna. I hope things would have now improved after Nitish regime as this local was then more known for running behind the schedules. What reigns my thoughts is the unorganised crowd that made me belief nothing could be more crowded unless I witnessed the stuffed locals in Mumbai.

Morning commuting is always a problem for me as I thrive for my comfort space. One local missed and you don't need a visit to spa. Furthermore, I can't even thurst myself into the mob and I had already missed the last two for their overwhelming crowd affinity. Glancing through the coaches I was evaluating whether it's any benifit paying more for a first class ticket. This one had started crawling when I realized little space on the next entrance of the coach. I quickly charged into the mob not to miss this much awaited opportunity.

The sudden jerk this uncle on the gate gave me to push me in was unpleasant. I gazed him awfully as I tried settling among the crowd. He must be in his late forties with scarce grey hairs. Yet, he deserved to be called an Uncle for his gesture. An young companion next to him was reading a neatly folded newspaper. There was indeed enough space as standing near the gate he could manage to glance through the lines. The newspaper edges were flipping a little with the airblow of the speeding train. The restless, uneasy Uncle stared this companion whenever the pages brushed near uncle's face, though distant enough not to touch him. May be Uncle had some acerbic discussions with Aunty in the morning, I assumed.

I usually have high respect for elders and people around me. However, this Uncle was seeming like a villian when I was all focussed to somehow quickly reach office. Once I even thought it good if someone gives him a little push or a blow in the natural process of offboarding rush on the crowded platforms. Came the next station and the Uncle got off softly. I was again lost thinking about day's schedule until I got a bad push from people behind. I hate Kurla for its atmosphere; I don't have any option as this is the closest to my office. I was cursing the morning as I had to wait a little more seeing the herd crawling on the foot overbridge. And then, an angelic aroma attracted my attention as a beautiful young lass talking on phone passed by me. Her sweet smile made me forget everything and suddenly my morning was worth it!!!

Celebrating the National Festival - Cricket World Cup Semi Finals - India Vs Pakistan

When all roads were leading to Mohali, how could the traffic sustain in Mumbai. Mumbai seemed deserted today. Scarcely filled locals, less traffic, no taxis, and all eyes glued to screens whether office or homes. Cricket World Cup Semi-Finals, India vs Pakistan, an event at which both countries, irrespective of any discrimination, look forward to. Indeed, it was a connoisseurs delight, a complete powerplay and not limited to a couple of overs. There could be no better combination of Cricket and Commerce which this time went a step ahead encapsulating brotherhood, diplomacy, celebrities and power.


Sehwag at his natural best provided the magnificent punch India needed for a great start. India cheered as he repeatedly forced the ball beyond the boundary. Cricket could have attained another extravaganza and India could have practically scored 300+ if he could have stayed for another few overs. Even the pitch did not like Sehwag's dismissal as it gradually paved way for spinners and India's run rate declined. Sachin could also have followed Sehwag to pavilion had it not been Sachin's luck acting as a blessing in disguise that helped Sachin help India attain a defend-able score. Yuvi couldn't even open his account, drifting away from his consistent batting performance during the series. MS tried his part but it's Raina who needs an extra pat on the back for driving India to 260 in 50 overs. Towards the end of Indian innings, the country had a mixed reaction on the fate of match.


Bowling and fielding both were superb. Perhaps, Indian batting was also at its best but for the changing behavior of the pitch. As the pitch had become slow and favored the spinners in the first innings, once it seemed that India might have made a mistake with only Bhajji playing as a spinner with little help from Yuvi. However, pacers were not only consistent on their line and length but they also used deceptive variations in speed to take wickets. While both Zaheer and Patel kept the Pakistani batsmen under pressure, I am extremely happy for Nehra who at last got the wickets after an extremely spell-bounded  economical bowling. May be it was the haunting criticism that he received for his last over in the previous match that made him put the much needed extra effort. Fielding couldn't have been better and it's appreciable to see it improving with each game.


As India beat Pakistan with 29 runs, all Indians are happy. But there is a South African too who is celebrating it with much joy and contentment. Gary Kirstan would be much delighted to see a complete team India ready for the finals as first India's batting got tested against  Australia and now bowling again Pakistan. In my last blog I had criticized whether Indian team can exhibit a complete cricket. With no better expectations than this in fielding, it's a happier moment to see India attaining that momentum before the finals.

Victory is never smooth. Loosing the battle makes it worse. Afridi congratulated India with lots of grace. Yet, billions of eyes witnessing each moment as naked truth will raise their own questions. I see it as an opportunity lost for Pakistan as you cannot be rewarded for dropping six catches in a single match including four of Sachin Tendulkar. Could a batting powerplay taken when Afridi was charging his skipper innings with Misbah have altered Pakistan's fate? When Misbah could hit those boundaries in the last overs, why did he wait for the eleventh hour?  Alas, whatever you think now, roads are now leading towards Mumbai where India takes on Sri Lanka in the ICC Cricket World Cup Finals 2011. All the best to both the teams.