You are all ready with what looks like a winning digital strategy with a category shaping roadmap. But what if you were told that this could be grossly irrelevant, or even counter productive? Or if it was doing the brand nothing more than just garnering a few shiny superficial brownie points?...

Marketers need to rethink targeting, tracking, privacy, data collection and its ethical usage, all over again. We need to clearly ask, how much of data capture is enough.

When a trainer at a workshop many years back showed a packed audience a dozen ghost sites in the background secretly tracking a us...

Twinkle Twinkle little Start up.. 

Imagine if Uber after series of brainstorming had concluded that innovation meant - building great comfortable taxis for commuters. Good for us they didn’t do that, instead picked a different insight. They saw the pain people went through while booking cabs and simp...

Okay, so basic stuff first. We all understand the human truth - we value opinions of people we trust. Anyone who can exercise some influence can be called an Influencer, and Influencer Marketing is based on that premise.

Recently in one of the meetings with a large Influencer Agen...

It is almost a given for a brand today to monitor its consumers across the journeys they take to purchase and beyond. Most companies have realised the importance to do so and many are already doing. But very few succeed to 'pick' what matters, generate the relevant insights and be able to ‘orchestra...