What this BrandMasters episode teaches about AI in marketing

Ladies and gentlemen, it is both my privilege and pleasure to welcome you to the HD Brand Leadership Series. We are excited to have some of the best names in marketing, our brand masters, live from the HD newsroom today. A warm welcome to our guests and to everyone watching us online. Without taking too much of your time, let me introduce the idea behind today's event. Hosted jointly by the HD Brand Studio and DMA Asia, Brand Studio Live aims to get the brains behind great brands to co-curate the path to brand excellence in a new and very

exciting world of digital consumers. A purpose quite appropriately shared by the HD Brand Studio, which endeavors to create excellence in branded content. A very, very warm welcome to the Brand Studio Live. Our inaugural episode revolves around customer journeys and how brands are innovating to match the needs of empowered consumers. For our first segment, it is my absolute privilege to invite Jodi Sangster, CMO Liaison Lead IBM Watson. A leading data-driven marketing specialist and a qualified lawyer specializing in privacy and data protection.

Jodi's extensive experience in the industry spans over 20 years, including roles in the US, Europe and now in the Asia Pacific region. Jodi, welcome to Delhi. Jodi Sangster, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, CMO Liaison Lead, Jodi will give us insight on innovating the customer's journey through data-driven insights, AI and personalization. Without further ado, here's presenting Jodi Sangster. Thank you. Thank you very much.

And thank you for having me here today. So I'm going to talk briefly about the customer journey and where we've been and where we're going to with the customer journey and how marketers have changed in their perspective of how they look at what the customer is and the journey that they're taking the customer on. So we start 20 years ago when I was back in there, when I started in this industry and I look at how marketers approached customers and customer journey. And at that time, there probably wasn't so much of a customer journey.

At that time, marketers were advertising and sending marketing out to customers in the way that they would get a customer to buy from them. So the mindset of the marketer at that time was, buy from me. I want to change that customer's behavior. I want to make them do something that the customer maybe at that time didn't want to do. So that's where we kind of started with this and it was very much a one-size-fits-all, one marketing campaign out to the customers that would listen to us. And then there was a bit of a digital revolution.

So digital came about and we suddenly went from going or speaking to customers through a a few channels to a lot of channels. And there was a change in the mindset of the marketer at that stage because the marketer went from thinking, okay, I'm going to send one message out just to reach all of these customers to realizing that actually we now need to spend a bit more of a role in keeping customers because it is just as, it's actually more expensive to acquire a new customer than it was to keep a customer.

So the idea at this time was to then look at all the different channels that we were conversing with customers on and then thinking about how we could have the conversation at each of those channels so that we could keep our customers. So at that time, and we're probably talking about seven years ago now, the customer journey was really about making sure that every channel that the customer, you could talk to them through was consistent. And that's what a customer journey was. But at that time again, I mean, it's really a one-size-fits-all.

Everybody was treated the same. It was just the channels that were different. Then we had another change. We realized that actually to keep, to get new customers and keep our customers, we have to engage them. And this is where really what we know now as customer journey kind of comes to the fore. So when we realized that we need to engage our customers, we realized that not all customers are the same. Every customer kind of is a little bit different and is probably wanting something slightly different from us.

So it's at that time that customer journeys became, you know, there were numerous customer journeys. We had to take a customer down the pathway that suited that customer. And we did that by having personas. So each customer was given a persona. They were put into a category. And based on that category, we took them on this customer journey that we predefined for them. So that's probably where we are now actually as marketers. Many of us have our customers segmented into segments or into personas.

We predefined the pathway that we're taking them on and the path that they will purchase with us. And then we try to work with marketing to engage them, to push them down that customer journey to get them to the end point where they become our customer and they purchase from us. But this is kind of where we are now. And it's the next stage that's really exciting where this is going and how we can now use data, how we can use artificial intelligence to have a whole new type of customer journey. And what does that mean?

What it means is we're now in the age of personalization. So it's not about a customer journey that puts someone into a predefined category based on their traits and takes them down a path that we have predefined because we think that's the right journey for them. It's now about changing that and turning it on its head. And looking at what is the customer wanting from us? What is the customer's behavior? And then adapting to that. And how do we do that? Now we haven't been able to do this before. And this is really exciting time for us.

We haven't been able to do it before because in order to be able to get down to a personalized customer journey, which is personal to me, you really have to have data at scale. You need to be able to understand your data, be manipulating your data at scale, real time. And that is not possible really without AI and technology sitting behind it to make this a reality. So what does AI bring to the table that we haven't previously had? It brings probably four key things.

The first thing is AI can now look at the journeys that each of your customers are going on and it can monitor those journeys and see what are the pathways, what are the trends, what are the ways that your customer is actually engaging with you. So no longer will you have to have a predefined customer journey that you have made up yourself. You can actually use the technology to understand what those journeys are, to see what the most consistent journey is, where your most valuable customers are.

And then you can ensure that your marketing is built around that. So it's taking the customer behavior rather than what you're pre-defining for them. So that's the first thing. The second thing that artificial intelligence can do for you is understand what normal looks like in terms of a customer journey. And then can be monitoring that. And if something happens in the customer journey that is not normal, it can raise a flag and say, actually, something is happening in this customer journey that's not normal.

Maybe the customer is struggling or maybe there's been an external event which has meant that people, you know, that they've all gone to a certain part of the journey and something is happening there. In that respect, AI can then show you where the struggle is so that you as a marketer can make that journey seamless. The third thing it can do for you is process data at scale. So now you can monitor your customer's behavior. So not the category you've put them in, actually what they're interested in.

And AI can monitor all of that data for you to create data sets so that you are now building personas based on behavior rather than on what you think is for the individual. So there are some of the key ways that AI can help in terms of really kind of developing a new way of driving a customer journey that is truly personal to the individual. Fantastic. That was the shortest and the crispest crash course in AI that we could have hoped for. And you know, I was following through what you were saying and absolutely that's what

the marketing journey has been about. And you know, we are exactly where we are. Ladies and gentlemen, please stay with us. Please stay tuned in because we are returning shortly with our second session. Thanks a lot Jodi. That was fantastic. Pleasure. According to a Nielsen study, influencer marketing content delivers 11 times higher return on investment compared to traditional forms of digital marketing. It follows therefore that micro influencers who know the general interest of their audiences even better should give even higher returns.

But how do you go about such a campaign? What are the challenges? How does one truly measure their impact? For our second session, let me first call upon Pallavi Singh, head of marketing at MG Motor. Prior to MG Motor, Pallavi worked with Harley Davidson in India, a brand she was involved with right from the inception in 2009. Ladies and gentlemen, Pallavi Singh. It's beautiful day outside, so lovely to be with some great colleagues from the industry. Very interesting topic and very close to my heart as well.

I think in the marketing industry and Jodi spoke about it from an artificial intelligence perspective. But now going into the influencer marketing side, most marketers today is the buzzword to talk about influencer marketing. But I'll go back and really what we discussed internally with our teams and really looking at how MG as a brand is shaping up. I think it's so important that today your real consumers are real influencers. While influencer marketing is becoming so important in the funnel of marketing, but it's important

to identify who are the real influencers, nurture them through your brand story, and then see how it is really bringing the impact to the business. By the end of the day, I think today marketing really drives conversion. Marketing really, really drives business goals and revenue. And what happens because of that is that you have more stake on the table, which different stakeholders bring on board. So I'll give you an example for influencer marketing, what we did, which probably will

give you a more insight on, did it help, does it help or it does not help. So we did a campaign called MG Changemakers, which was primarily to highlight women in different industries who are doing something very non-conventional. So we got a woman on board called Kalki. She's a transgender from Coimbatore and how she has changed her little community and built a art culture around it. And today she goes and talks to different parts of the country, different parts of the world, that it starts from a small community and then you can make a larger impact.

And what we got from that was that the brand is really bringing change by talking about how communities can bring stronger nations. Of course, we launched in 2019, but it's also very important to talk to people who have a real influence when it comes to automotive. So we did a series with Tripoto. Tripoto is a travel community and I think we all love to travel and travel is a big part of what we do in selling cars. So Tripoto, of course, we did a series where we took a very famous micro influencer. Some of you may know Amol Parashar who did the TVF.

And he went with us to UK. He went to different parts of UK, looked at what really works well in different pockets of UK from food to culture to music. And then of course to racetrack, which is Silverstone, the British Grand Prix racing circuit. And what we got out of that was, of course, his community, which kind of got impacted that brand MG is coming, but in a very subtle way that MG stands for a beautiful travel community. What Changemakers did for us and what Tripoto did for us was micro influencers and had a larger

impact talking to different communities. So that's the, I truly believe that influencer marketing works, but you have to really understand what kind of influencers will make a larger impact for a larger goal for the business by the end of the day. A lot of influencers today are broadcasters. But how those broadcasters can actually impact the real sense of your business and real sense of impacting the consumer mindset. Because consumer by the end of the day, tomorrow, if you have to buy anything, which is high indulgence,

I'm going to ask my fellow friend, do you think it's going to be a right purchase? And then do a little bit of search on Google and then see, does the brand have that kind of appetite to serve me for an after sales? So I think those things, there is a larger goal an organization has to look at that, yes, there are different verticals, but influencer marketing today plays a very, very important role. But marketers have to also hire the right people who understand that how influencer marketing

is going to create a ripple effect, which then leads into revenue generation for an organization. So that would be my little bit on influencer marketing. So thank you so much for listening to me. Thank you. We now move on to our second speaker in this session, Krishnan Chatterjee, CCO and Head of Marketing SAP. With over two decades of experience, we thought Krishnan would be the ideal candidate to offer a B2B perspective on influencer marketing, increasing brand advocacy among users and innovating customer a journey with tech.

Krishnan, the stage is all yours. I'll frankly confess, I don't know a lot about influencer marketing. But if I were to take a guess, I would guess that influencer marketing has little to do with influencers and almost nothing to do with marketing as we know it today. And I'll tell you why I think like that. Anyway, one belief I have is as marketers, we have lost control of the narrative. Since I'm sitting in a newsroom, let's get newsy about this. The BJP launched a narrative on demonetization.

And that narrative was there are X lakh crores of black money out there. And that will not come back to the system. And lo and behold, we will have killed the scourge of black money. The narrative actually and you know, if you talk to a lot of people, many people will tell you that demonetization was a success, it was a failure. I personally believe it did quite well. But not with that narrative. Because as all of us know, all those X lakhs crores came back. That narrative did not stand the test of what I call the business model.

If the narrative on the other hand was actually that there is a behavioral shift required among citizens of India. And there is a guidance required to be given by the government that this is not the right behavior. And there's a better kind of behavior. That is a narrative the business model could have driven. This is that. This is the work done on NPA. This is the GST. This is the E-way bill. So if you see now you can string together a narrative which people would have bought. Why did this happen?

I think where as marketers we lose track of the fact is I think Pallavi made a very good point. Influencers are normal human beings. And at the end of the day if the business model does not back a narrative, nobody is going to give you that narrative back. I'll give you an SAP example. About a year back, you know, we are very exercised by a problem that India faces which is India has a severe challenge on sustainable growth. Today, 1% of our population controls 85% of our GDP. And that's been the case since practically since independence.

So all our development, all our growth is not benefiting the common man. We sat down on this problem statement and we said, what can we do about it? And we discovered SAP has great curriculum on digital literacy. And we firmly believe that the way to achieve sustainable growth is if the population of this country becomes digitally literate, they will find ways and means of earning a better living and so on and so forth. We didn't have the reach. So we went to customers. So 85% of India's corporate tax is paid by SAP clients.

We started with ITC and LNT, a program called Code Unnati. The day Code Unnati was launched last year, it delivered 450 million impressions on social media. This is arguably the largest social campaign SAP has seen in the world. But that would not have been enough. Last Friday, we launched the 500th Code Unnati Center. A Code Unnati Center is set up in a village and village youth are actually taught digital literacy. We have now covered 700,000 youth. We had set a goal of a million by 2020. We have revised that goal to 2 million.

And interestingly, because of Code Unnati, SAP's share of voice, which in our competitive set was number 4 over the last one year has moved to number 2. This has been an incredible definition of just driving a business model which delivers on the narrative and with no media spend, nothing but the narrative, we have achieved significant results for the brand. So I do believe, you know, now here is the challenge that I want to present to all my fellow marketers.

The challenge involved in doing all this and that's why I said perhaps influencer marketing has little to do with marketing as it is. Marketing must be able to drive change in the way the business model manifests itself to our customers, consumers, influencers, channel partners and so on and so forth. Gone are the days when marketing could say, okay, it's got clove oil and let's shove that in an ad and shove it in your face thrice and you will believe it and my business model can do something else but I don't really care about it.

Now for this to be done and this is the challenge I put out for the fraternity. The problem in doing this is the single largest competency required today by marketers is not marketing at all, it is leadership. We are a discipline who believe in the future. In fact, I just met a customer recently and we had this discussion that delivery is the past, sales is the present, marketing is the future. Since all of us by nature live in the future, therefore by definition we are distrusted.

Nobody who operates the business trusts that vision of the future which has yet to happen. And to me the definition of leadership is the ability to convince a whole bunch of people who have no reporting hierarchy, no reporting structure with us that here is an idea for the future, come along with me and we will make it happen. That's leadership.

If that competency and skill is not something that's a code we cannot crack, I really fear that in the age of influencer marketing, all of us will be severely challenged because we will keep delivering narratives to the market which our business model does not back and the feedback we will get is exactly like the demonetization example I took. So, you know, that's sort of the piece I could think of. Thank you. Very fascinating points of view from both Pallavi and Krishnan. My question is for Pallavi.

So, Pallavi, you talked about influencers and your iconic brand MG. Just wanted to find out if you are thinking about leveraging influencers at the initial stage of the launch or is it something that you think has much value on a continuing basis going into the life span of the MG brand itself? Thank you for a great question. Like I mentioned, I think it's very important that influencers are nurtured through the brand story.

So, and Krishnan mentioned, I think a great point on that marketing today is going to be, you have to be future forward, which means influencers you choose are not broadcasters, but influencers who can impact the business as well. So, this is part of our narrative, it's part of our brand story when we launched in 2019, that these real people are able to have a ripple effect and influence more people that MG stands for people, experiences, community, innovation, that we want to be part of the brand story.

So, it's going to be part of a whole brand story narrative and not one of campaigns because that doesn't work then to Krishnan's point that then it's not going to be something which business will be. It's not going to be something which business model supports, but it has to be something which really positions the brand in a leadership standpoint and say the brand stands for this. And that's what we want to achieve through influencer marketing. Now, sometimes when I see brands doing influencer marketing, it's seen as very inauthentic.

So, what can brands do to make influencer marketing look more credible? I think a good way to answer that is, if you look back at your business model, right, let's take low cost airlines. So, Indigo for example. I think Indigo built great influence because Indigo said I'll get you there on time. It'll be hygienic, clean, etc, etc. But I'll not give you lots of other stuff. There's no food on tap. There's no business class.

I think brands, the minute the brand senses that my narrative is linked to the business model itself. And there are choices that we make. There is a muscle I will pull on your behalf. But that also means there was another airline simultaneously who tried to fly at a low cost price but give you a royal experience and we know what happened there.

So, I think if the brand does not back the business model and if the people responsible for the brand do not understand the trade-offs and the choices that the business model make in order to position the brand, you can never be authentic. Just to add to Krishnan's point, I think authenticity is through the culture of the organization. I think whether the brand is authentic is built by the people who work in the organization.

And it's also very important that you really understand that by the end of the day, you're talking to the end consumer and that end consumer sits in your office as well. So, if you truly believe that the culture stands for this and the brand stands for it, then you have to go gunning outside because authenticity is not built overnight. It takes ages and decades for a brand to go out and say, I stand for this. And in every vertical, whether it's sales, marketing, service, your external stakeholders.

And I think the external stakeholders, which is the person who is actually delivering your product is the true brand custodian. So, whether it's to do with picking up your phone or picking up a garment from a retail store or picking up a car or a motorcycle, the end sales person, if that person does not understand what the brand is all about and start selling it, then your authenticity is gone.

And that's what I think most brands miss out from an authenticity point of view. Marketers in their room sitting, this is what the brand stands for and this is what I want to do. But the sales guy on the floor is just busy selling what he wants to sell. So, I think there is a lot of responsibility on marketers today and not just salespeople, but we are real salespeople today. If you are not able to, you know, cascade that effect of the passion marketers have down to the salesperson who is selling the product, then we have failed as marketers.

I think that whole journey is very important and we have to take onus of that. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thanks. You know you spoke about 20 years. I've been in this industry for 28 years and I can assure you there is one thing which has changed is the customer journey. As you said earlier on it was just talking one very easy to communicate to them whatever the brand messaging was you use one platform. It's simple.

It was less complicated from the time when when one DD channel was existing to about 800 odd channels today on television itself and multiple other digital platforms emerging the customer journey has become far more complicated. It's not easy now to communicate to the customer unless you have thought through all these touchpoints. I think one of the one of the challenges all marketers probably are facing today is that not only is it to how do you reach to that customer you know communicating but to have a consistent

communication or a consistent consistent messaging to reach that customer who they want to reach out to. You know I've been in the media industry public as a publisher I can talk to you but you know the fact is that when you own a brand there's a brand owners perspective which you have to have so you need to understand you want to identify what the brand stands for that's the starting point for any brand irrespective of the platforms and and the entire journey which you are going to spell out for that brand needs to be so

well thought through that there is as less friction possibilities in that journey to reach the customer. But as a publisher I can speak more confidently because that's been my experience is that you know when you are creating a communication to reach out the customer it's become that much more tougher today because there are multiple touch points in terms of the you know avenues where the customer is reaching.

So for example today I mean I represent BTVI it's business television India it's a business news channel and again you know it also depends on the brand in which life cycle of the journey you are going to be talking to the customer. So when you are a leader brand you have a different set of approach to reach the customer but if you are a challenger brand then you have a different kind of an approach. So BTVI being for example a challenger brand in the market you know it's one size could not fit all.

So the challenge was really that how do you sort of reach out to the consumer if the consumer is not able to come to you that is a challenging con you know area which you are addressing. So why don't you reach out to where the consumer is. So for example you know prior to our approach to reach out to the digital consumer wherein we went through a research analysis because I'm a big believer of understanding the customer and understanding what the needs are.

And through the research we figured that there is a need gap which exists which we try to bridge by partnering with certain digital platforms. So it's like if you're the customer can't come to you you go to where the customer is. So you we like we you know partnered with a lot of platforms you know things like hotstar geo or digital app trading app platforms like IFL or access or quota. What happened in that is that that audience already existed that universe existed consuming the kind of content that which we were keen to convey to them.

And through this exercise prior to the partnerships we were reaching to about say 200 odd million individuals by partnering with such individual such platforms we reaching to more than 500 million individuals. So you almost doubled the reach in that sense to reaching those individuals. What it just says is that you know you have to keep evolving and accepting the fact that change is the only constant. And if you are you know you want your brand messaging out there you want the communication to be consistent all through those touch points.

You have to work with those platforms where your audiences are. So you know there is no black book out there where there is a certain rule where you say okay this is how it's going to be because it what what works today might not work tomorrow just like what worked yesterday doesn't work today. So I think the evolution of the journey is something all the brand marketers need to accept.

As a publisher that's been is definitely a challenge but you as a marketer you would understand that how do you communicate your brand further to these touch points is something which is going to be that much more challenging. And I think I just want to wind up by saying that as we go along I think one of the the parameters of evaluating performance of these brands is the the new buzzword so to speak is the D2C that is your direct to consumer.

How is each brand reaching to that consumer through these various touch points and how does that get captured in terms of data. And like we heard earlier Jody speak about and maybe AI is going to be a part which you know will play a key part in this journey as well. Thanks Megha. I think that was great. Megha spoke of multiple touch points. And of course in today's world digital is a very very prominent channel. My next question is to you Shams. And that question is you know digital is being used to build brands.

But how can digital be used not to only build brands but to transform businesses. I think that's an amazing question and I think let me just start off by laying a foundation of where we are in India today. You look at the explosion over the last two and a half three years of how digital is really transformed not only marketing but generally our lives. Whether you talk about the geo revolution and the data that it's bringing forth and hence now I think this was Rajanandan said that we consume more data than US and China across the world.

That much how much data we actually consume in India. So that's what's really happening. The digital revolution is touching everyone's lives. It's not just about marketing alone. So yes marketing absolutely. 17 years of digital marketing experience is something that I have so I understand that part. But I think now digital in India itself and not just a global buzzword is here to change how we do business. How we really interact with the consumers and how do we actually make them a part of our journey for the brand and the product itself.

Earlier we understood what a consumer wanted the consumer journey as such very important of course from a marketing perspective. But I think digital has evolved now to take that consumer journey and people like us who are digital marketing specialists are taking their understanding of that consumer and really using it for brands and businesses to create newer ways of reaching out to them, newer ways of creating businesses. To give you an example there is a brand called Glossier which is about two and a half three year old brand in the United States.

It's a makeup brand and so makeup is a very legacy kind of a brand. There are lots and lots of makeup companies. Glossier has come out in the last three years. I think it's about a billion dollar valuation and it's created brands using consumers using their you know at a mass scale. So I think Jody pointed this out at how do you start understanding the consumer using them not just to speak to them on your brands, but using what they are saying to create those brands. And I think that's where the world is moving towards. They are your best advocates.

They understand what they want. How are you going to use that data and understanding that consumer journey to really make a change to your business. And I think that's really a key focus as digital marketers that we need to bring in is that with e-commerce with how you know so for example again the geo revolution on voice that is going to happen. These are going to intrinsically change how people behave and how are you going to actually use that to you know really take that brand forward.

So I think a lot of the legacy brands also need to understand that the legacy brands are slowly waking up to the fact that they need to go through this transformation process. They need to use this understanding of consumers to change the way their businesses their processes their products are really you know going out into the market and how can they use and understand those journeys. And that's where we play a big role. We understand consumers. We understand data. We understand how to use AI.

How do we actually get all these together go to a marketer and say okay you know it's not just about the next message but how are you going to use digital as a bedrock of everything that you're doing. And that's really of the future and that's where we actually want to go towards. I think that's a short answer on that. Thanks Sam. I think digital is really transforming the way we work isn't it? Absolutely. And I think technology is a big enabler for that to happen. And we have Prasad with us today.

And Prasad what are some of the trends in technology that can help us with the seamless customer experience? So technology now has become front and center for advertisers, for marketeers and particularly in managing the customer life cycle. Right? How they engage with the brand. How they engage with the various people. And you know Shams talk about the explosion of the digital marketing platforms. But if you see that's the digital platform is growing much faster both internationally and in India than TV or print.

And what the marketeers and the advertisers have are a bunch of technical tools that really help them you know have a much more granular insight. There are a couple of areas I thought I'd spend some time in. One of which is really data. You know there's that famous Edwards Deming quote. In God we trust for everything else get us data. Right? That was said many decades ago but I think it still holds true. And you know the amount of data that are being generated runs into the quintillions.

Every day we generate more data than was ever generated since the start of you know of humanity until about 1970s or so. So but it is about how that data is managed. How that data is enriched. And then how it can be used by various brands and advertisers and marketers to really get closer to the customer. And what it has become is it's become central over there. And it's really helping brands engage with their customers on a one on one basis. For example we have a data management platform called BlueKai and that's used in very different ways.

Just to give you an example. Let's say I am on a website about to buy a brand of shoes. And somewhere I decided to abandon the cart. The last thing I really want is that website, that e-commerce website advertising some fabulous jewelry to me. It may be a great creator. It may be a fabulous YouTube video of some lovely jewelry. But that's not really what I am interested in. As long as the brand or the website has access to the interest and the intent data. They are actually able to then start targeting to me only on that particular brand of shoes. Right.

And that really helps me engage with that brand much more positively and with the e-commerce website. So data therefore available at scale, enriched and then you can run models on top of that. Really help advertisers and marketeers go out there and keep track of the customer life cycle. Another area could be for example publishers. You know Megha was talking about publishers. If a publisher is able to actually get the right kind of third party traits.

They are able to target their advertisement much more specifically to a set, to an audience that it is interested. Right. Which could be based on earlier information that was also available. So one area where we see technology playing a very big space is really about data. And the data management platforms. Another area I see a lot of action in particularly in the customer experience is machine learning and artificial intelligence. Everyone thinks it's a buzzword but the truth is it's actually reality. Just to give you an example. Right.

Send time optimization. Right. What does that do? The system by itself based on previous interaction and response data is able to decide what is the right time to send a marketing communication to say Kedar. At 10 o'clock on a Monday morning, wrong time for Kedar. He's too busy starting the week. Right. But maybe 11 o'clock on a Saturday is the ideal time. Now that could change for Shams and it could be a different time for Mega.

But the system based on previous information is actually able to decide when is the best time to send a marketing communication to every individual customer. Another area could be where you know you're able to really start not just using descriptive but prescriptive analysts. Right. If you look at the analyst department in the marketing organization, they're looking at prescriptive analytics. They are really looking at leveraging machine learning and a whole bunch of other new emerging technologies.

And these are tools with the marketing organization that they can leverage extensively. And they are able to actually do things like you know next best you know option for the website visitor. What's the propensity to purchase? What's the propensity to you know churn? These are all things so in effect you know data management platforms, machine learning which is incorporated into the marketing cloud compounds really makes a difference in the customer experience. Wow fascinating indeed. Prasad, Mega and Shams, thank you so much.

I have certainly learned a lot about the customer journey and making customer experience seamless. And I'm sure you have as well. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.