Brands need to be smart to deploy big data analytics -FICCI
Brands need to be smart to deploy big data analytics Ratings may not always be perfect, but brands need to use them smartly. This is what emerged from a lively panel discussion on “Measurement Miasma, TVTs, Readerships, Clicks and Such: The Great Love/Hate Epic” at the FICCI FRAMES 2014 convention that concluded here today. The panellists comprised Mr Sanjay Tripathy, Sr Executive VP, HDFC Life; Mr Prashant Panday, Executive Director & CEO, ENIL; Mr Partho Dasgupta, CEO, Broadcast Audience Research Council; and Ms Punitha Arumugam, Director, Agency Business, Google India. The session was anchored by Mr Paritosh Joshi, Principal, Provocateur Advocacy. The discussions commenced with an observation by Mr Joshi that media owners do not like measurement. Mr Panday qualified that by saying that media owners like measurement, but they like it to be credible. Data from different sources was often conflicting. In the case of radio in the...