The 10th national marketing conclave of the KIIT School of Management (KSOM) held on the theme, ‘Delivering Customer Value Proposition through Marketing Analytics’ here on Saturday.
KSOM Prof Anil Bajpai spoke about how marketing analytics is fundamentally changing both business and consumer marketing across the customer life cycle. He opined that analytics would soon form the backbone of new age marketing strategy.
The first panel comprising Navoch Mohanayak, Strategy Consulting Leader, Frost and Sullivan; Pallavi Palkar, national head, Tier 2 business, Bigbasket; Rajni Ranjan, co-founder, Kraftbuy.com and Siju Narayan, GM - APAC, Loyalty Juggernaut Inc.
discussed on ‘Mapping Customer DNA’.
The key insight from the discussion was that with a proper understanding of customer DNA, organisations will be able to bring customers to the center of the business equation, leading to greater loyalty and value. Damandeep Singh Soni, Startup Growth Consultant moderated the discussion.
The second panel comprising Lalatendu Panda, VP and CMO, Value Format, Reliance Retail; Parthasarathy Vallabhajosyula, co-founder, Analytics Quotient; Rahul Sarangi, global head, Content and Business, The Viral Fever and Vinamra Pandiya, Founder and CEO, Qtrove discussed on ‘Marketing Analytics will replace Marketers with Machine’. Banoja Acharya, Senior VP, Nielsen moderated the discussion.
Two other panels discussed on related issues.