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‘Retail brands would need to understand consumer journey’

By Mohit Manghani | September 26, 2019

Madison Media recently unveiled Datask to identify and define personalized experiences at scale across creative, media and CRM. Vishal Chinchankar, Chief Digital Officer, Madison Media, shares with Retail4Growth some key insights about the platform, how it helps retail brands and much more.

Vishal ChinchankarMadison Media recently unveiled Datask, its proprietary consumer-based targeted marketing and insights platform, to identify and define personalized experiences at scale across creative, media and CRM. According to the media agency, Datask give brands the ability to centralize and manage their databases, analyze their marketing efforts, inform content management systems, and, improve overall marketing outcomes.

Vishal Chinchankar, Chief Digital Officer, Madison Media, shares with Retail4Growth some key insights about the platform, how it helps retail brands and much more.

What led to the launch of Datask? What were the key market drivers?

With internet users almost touching ~500m mark, it is imperative that we start making choices in terms of the audiences we target for the different tasks we chase. This platform is built to give a lot of granular insights about audiences i.e. their demographics & psychographic behavior, attitudinal signals etc (ex are they cricket lovers or football lovers).

How does the tool help retailers and retail brands?

In today’s era of digital marketing, the importance of data has grown exponentially. The use of large data sets in predicting outcomes, understanding audiences and breaking down media silos is more widespread now than ever before. Retail brands would need to understand the consumer journey from encounter to buy to share; this tool is designed to map the consumer journey across channels.

What data points are you targeting through Datask?

There are more than 500 taxonomies mapping 300+ user profiles, this is not just limited to demographics like gender, age and house-hold income. It also has the ability to target consumer’s basis on their hierarchy.

How does this data work? And how does it help brands to define personalized experiences at scale?

Since the platform has a lot of flexibility in terms of consumers cohorts you can build audiences at a granular level, it has the ability to communicate them with a personalized message.

Read the full interview in September 2019 Edition of Point-of-Purchase.

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