3 minute read 5 Aug 2021
Leveraging customer data

Leveraging consumer data for marketing

By Ashish Pherwani

EY India Media & Entertainment Leader

EY India M&E sector leader with more than 20 years of experience, serving companies in all the M&E sub-sectors. A mentor and coach to teams.

3 minute read 5 Aug 2021

A look at the consumer data strategy across the marketing landscape in India.

In a survey conducted by Mobile Marketing Association (MMA) – EY in India, 58% organizations acknowledged they had gaps in consumer data leading to difficulties in leveraging customer information for decision making. The survey conducted between May and July 2021 revealed insights from marketing leaders of over 150 marketers across sectors assessing the maturity of consumer data strategy across the marketing landscape in India.

1.  Data types and uses

A majority of Indian organizations used a blend of First party (1P) and Third party (3P) data for marketing and most marketers were increasing efforts to build 1P data. However, a majority believed that gaps in data breadth, depth and quality needed to be addressed to enable optimal use of data for decision making.

Customer data for marketing
2.  ROI measurement and attribution

Most Indian marketers saw the benefit of leveraging consumer information to develop a marketing strategy, but they struggled with robust attribution models.

Benefit of leveraging consumer information
3.  Capabilities and skills

A majority of respondents had built martech capabilities to leverage data mining or were working toward that goal.  Automation, identity management, and next best action are the biggest gaps in martech capabilities.

Leverage data mining
4.   Data ownership, governance, and  integration

Indian marketers had defined ownership and management strategies for 1P consumer data.  However, there was little integration of 1P and 3P data, limited employee access to data, and absence of cross-fishing rules.

Management strategies for 1P consumer data
Our research revealed that although most companies have made significant progress in terms of compliance, they still struggle when it comes to breaking down internal silos, activating data and building the right skillset to drive ROI (return on investment) on their data investment.
Ashish Pherwani
EY India Media & Entertainment Leader

Summary

  • Majority Indian organizations use a blend of first party (1P) and third party (3P) data for marketing and most marketers are increasing efforts to build 1P data
  • A majority believe that the gaps in data breadth, depth and quality need to be addressed for the optimal usage of data for decision making
  • 82% Indian marketers see benefits in leveraging consumer data for marketing, but struggle with robust attribution models

About this article

By Ashish Pherwani

EY India Media & Entertainment Leader

EY India M&E sector leader with more than 20 years of experience, serving companies in all the M&E sub-sectors. A mentor and coach to teams.