Campaign India Team
Dec 11, 2018

Year-ender 2018: 'A larger focus in understanding, tracking and management of first party data'

We ask industry leaders for a surprising moment from 2018 and a prediction for 2019

Year-ender 2018: 'A larger focus in understanding, tracking and management of first party data'
Campaign India's December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019 continues.   
 
Here's what Rohan Mehta, CEO, Social Kinnect, had to say.   
 
Surprising moment of 2018 
 
We are seeing more CEOs and MDs in the meetings. Earlier, it was the marketing managers and brand heads that we were interacting with. The top managers have started taking an active interest in not just digital marketing but in digital transformation. Also, most of our clients have grown at the least by 50 per cent and at the maximum by 500-600 percent, although the base is small.
 
However, the shifts are pretty significant and the digital shift is no longer about quantity, but about the quality of the content. 
 
Prediction for 2019   
 
A larger focus in understanding, tracking and management of first party data. CRM implementation is taking a high priority on any CMO's or CEO's task list. Even if we had it earlier we did not use it enough to slice and dice it, which is the reason why programmatic was not picking up. The next year is when we might become really very good at using first party data.
 
Also read:
 

 

Source:
Campaign India

Related Articles

Just Published

1 day ago

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

1 day ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

1 day ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

1 day ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.