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

Cannes Lions 2022: dentsu Creative bags global ...

Leo Burnett bags a Grand Prix as India takes home eight more Lions on day five

1 day ago

Raj's blog: 1 Euro = INR 80, so shut up and celebrate!

The author urges the whole country to celebrate the year India's had at Cannes instead of the 'strange whispers' going around on the Croissette

1 day ago

Cannes Lions 2022: Creativity is the return gift of ...

The chairperson and CCO of BBDO India spoke about how creativity can drive meaningful action

1 day ago

Shemaroo elevates Rahul Mishra

Was head of marketing at the company