Joseph Thavaraja – Page 5

28 Apr 21

When the customer turns out to be the vendor The curious case in Business Intelligence

Business Intelligence (BI) and Big Data have become very valuable commodities in today’s business world. Thomas C. Redman known as the “Data Doc” famously said: “Where there is Data Smoke, there is Business Fire.” As much as BI is vital for companies to gain the competitive advantage they seek, they also need to understand that […]

21 Apr 21

How we monitor value can make or break the business. But how, really?

Value means many things for many stakeholders of a business. For a shareholder, the price appreciation of his share portfolio is of ‘value’, for a logistics department of the same corporation, enhanced efficiency by a new ERP system is ‘value’ while for the customer, receiving a higher rate of utility from the product or service […]

07 Apr 21

“People, Planet and Profits” is almost gone. The ‘Purpose Driven’ mantra is the talk of the town!

In 1990’s Corporate Social Responsibility (CSR) came to prominence. This development was an antidote to dominant sentiments of corporate profiteering that reined till that time… “Corporates would provide for the wellbeing of masses-that is, higher corporate profits will result in higher profits for shareholders resulting in more wealth for the society.” Despite the waves and […]

31 Mar 21

Moving towards Purpose Driven Comms is a trend we cannot avoid

According to Edelman Earned Brand Study, 50% of consumers across 14 major markets-including the US, the UK, China, India, Brazil, Germany, and Japan-are belief-driven buyers. Another 2020 study, the Zeno Strength of Purpose research, had 8000 respondents (consumers) across eight countries. The first of its kind, it was conducted amid the pandemic and the uncertain […]

24 Mar 21

PR can ride Integrated Comms to find that brand-gold

We talked of importance of PR campaigns, and their new strength when they are merged to Integrated Marketing Communications (IMC). It is time for a closer look at IMCs. IMC is a great way for PR and Advertising to strategically mix their content to reap bigger results for the brand rather than going the solo, […]

17 Mar 21

The new King of Content: “I’ll buy [#brand] that [#influencer] wears”

Despite the loss of its throne, Content is still relevant, though not in the way we envision it to be. Content has diversified from sole Press Releases of the company/organization to a multitude of types- online webinars, videos, live streaming, interactive content, various influencers and even Press Releases. Due to the mass use of digital […]

10 Mar 21

Should a brand conduct campaigns just because other brands are campaigning?

According to global communications firm Edelman, there is now a “trust problem” for almost all global brands. The 2020 Edelman Trust Barometer revels that this year, “trust” declined for ALL country brands surveyed across 17 economies. Unlike in previous years, Edelman Trust Barometer surveys in which some territories were seen sustaining trust on brands, brand […]

03 Mar 21

Market Intelligence playbook opens with Research, not Search

As previously discussed, Market Intelligence (MI) is intelligence about the trade and industry a company is operating in and is unlike Business Intelligence which focuses on the company’s own processes. MI’s aim is to help the company grow. It is important to note that many companies use MI to provide context to its Business Intelligence […]

24 Feb 21

Empowering BI with Communications for profit, growth and transformation

Amex GBT -American Express Global Business Travel company- is a US based multinational travel and meetings programs management corporation based in Jersey City, New Jersey. Operating in nearly 120 countries it is one of the world’s largest business travel providers with 16,000 travel professionals in more than 140 countries, managing over $19 billion a year […]

10 Feb 21

Kicking off Market Intelligence to score organizational goals

Organizational Goals (OG) measure the progress of various organizational KPIs or objectives over a period of time. The sales target of a product division could be categorized as a goal. The target to reduce flight delays in an airline (may be shown by a %) is an (operational) goal. OGs’ purpose is to give the […]