US-based data analytics firm Express Analytics has entered into a partnership with the New Delhi-based public affairs and government relations organization Mavcomm Advisory to expand its offerings in the Indian market to include artificial intelligence-enabled predictive analytics services.
The suite of offerings is positioned for Indian corporates and brands that deal with large data sets and are looking to derive business insights for campaigns with higher Return on marketing Expense (ROME). The move comes on the back of growing demand in the Asian continent for mining big data to convert it into operational decisions.
The move is especially significant as the advertising industry has been using data-driven insights to meet client needs. In this privacy-first, cookie-less world, knowing your customer is critical. Multiple announcements over the last few years only serve to underline this fact as large advertising companies have been acquiring, investing in, or launching big data companies with an aim to bolster their advanced data and technology capabilities.
Commenting on his company’s move to expand services, Hemant Warudkar, CEO, Express Analytics, said, “In the billion people aspirational economy of India, data driven marketing will have the most impact after Aadhar Card, UPI, GST. After the significant impact we have created in the US for Fortune 500 companies, we now look forward to supporting the Indian marketers.”
“We are excited to work with the Mavcomm Advisory team to help Indian public sector units PSUs, state governments and brands experience our product and solutions, tailormade to suit their needs with a powerful package of strategy and execution capabilities”.
Explaining the need for the solutions being offered by Express Analytics, Anupam Shrivastava, Partner, Mavcomm Advisory Pvt. Ltd., and former Chairman cum Managing Director, BSNL, said, “Organizations and brands are looking to create meaningful engagements with stakeholders. They need to evaluate the engagement every step of the way to add value through effective data analytics for achieving RoQ. Express Analytics’ AI and data analytics expertise will help curate effective measurement mechanisms for evaluation for pre, during and post campaigns.
“As chairman of Bharat Sanchar Nigam Ltd (BSNL) I had always underlined the need to utilize the big data pool in a more efficient way. This is the case with mostly all the PSUs and Govt undertakings.
We are excited to partner with Express Analytics and look forward to delivering truly cutting-edge solutions to the Indian ecosystem.”
Elaborating on this strategic partnership, Siddhartha Upadhyay, Chairman, Mavcomm Advisory said, “`Informed decision making’” is the key to succeed in this transitory market. The socio-political and economic landscape of India needed a solution like this which not only gathers, process and analyzes the data from every possible medium but also delivers predictive moods and trends in the immediate as well as the distant future.
“Data analytics and visualization backed by artificial intelligence have become increasingly relevant in the marketing and communications’ industry to lead business intelligence (BI) for effective delivery and performance of campaigns. BI helps in building connections between campaign KPIs, stakeholders, and the overall industry landscape for a seamless inferences and insights process for effective decision making in boardrooms.
“Mavcomm’s understanding of the market requirement and Express Analytics’ expertise together will bring India-specific solutions to government, political outfits, retails chains, and any entity that has a large consumer and following base.”
