 Hi everyone, it's a pleasure to be here. So my name is Meheer Karkare. I'm an executive vice president at Mirum India. And I'm going to talk about today some of the insights that we've learned about as part of the Mirum India Martik Report 2023. So this is a report that we've been doing for a few years now. This is the third edition. And we ended up getting such great insights over the last couple of editions. We've made it into an annual property. So this is the latest edition. It's available for download. Now you can download it at that link. There's also a QR code right outside. So with that, I'll head into the meat of my presentation. The way we've come up with this report is actually we did a survey with 200 plus marketing decision makers. We got a lot of insights from some of the marketing leaders in the country. And this was spread across multiple different industries. So respondents pretty much spanned every single industry that you can think of. And what we did here was we tried to understand what is it that these marketing decision makers think about the state of Martik in our country today. What I'll try to do over the next few minutes is I'll try to take you through some key insights that we've learned about. So the first insight I want to talk about is that the percentage of spends that marketers do on Martik globally is 25.4% over 25%. So over a quarter of their spends on marketing actually go on Martik. Whereas in India, two-thirds of respondents actually say that they're only spending less than 15% on Martik. So there's a huge, significant headroom for growth. So while there has been a lot of buzz around Martik in the last few years, what we're actually seeing is there's a significant headroom for growth in spends on Martik. Now this fact is also borne out by another insight we get, which is that 88% of respondents are saying that they're going to increase their spends on Martik in the years to come. So what we tried to do was we wanted to understand a little bit more about how this increase is going to happen. So we came up with something called the Miram Martik Quadrant. So you can see the quadrant on the slide. The way we did it is we plotted on the y-axis how much people were using Martik currently. So that went from rarely or never used Martik to extensively used Martik. And on the y, on the x-axis we plotted how were their Martik spends going to change over the next three years. And that also went from maybe they're going to decrease all the way to going to substantially increase. And what we ended up seeing was that there were two cohorts which emerged which were very interesting. We saw a cohort called the Martik Explorers. These are people or these are respondents or organizations who are moderately using, you know, spending on Martik today, but they're going to increase their spends in the years to come. And then there are Martik heroes. These are the folks who are already extensively using Martik, but they're also going to increase their spends in the years to come. So between these two cohorts, you have like 88% of respondents. And what we see is that it's almost as if haves and have nots kind of situation is emerging, right? You are either going to increase your spend on Martik or you're going to end up in a quadrant which is a stagnant or a Lagarde's quadrant somewhere you don't want to be. We also asked, you know, what are the key objectives that you want to get out of your Martik investments? Now what we found was most heartening here was that, you know, the respondents were not looking at vanity metrics. They were actually looking at hardcore business results to the extent that the top, out of the top four, two of the top objectives were driving leads and driving sales. So this is something which was very encouraging. People are actually looking at hardcore value coming out of their Martik spends. At the same time, we also tried to understand what are some of the hindrances that come about when it comes to adopting new Martik tools, right? We looked at what are the objectives that are the key drivers and then we also want to see what are the hindrances that come about. And that's where, you know, you can look at this graph. So this is where people are articulating, respondents are articulating the top hindrances. Now the biggest hindrance, and this is something which connects back to the previous slide, the biggest hindrance is if they are not sure about the ROI that they're gonna get out of the platform then they are not gonna invest in the platform, right? So very, very driven by ROI. And the other two, the second and the third ones are something which all of us in the industry need to kind of think about. They give us reason to ponder. So the second one was that they feel that the implementation of these Martik tools, even if they do invest, the implementation of these Martik tools are very, very complex. And the third one is even more thought provoking. They say that the process of simply choosing the Martik tool is very complex. So these are some of the hindrances that our respondents are facing when it comes to investing in Martik. The other way that we kind of looked at the data was by slicing it on the basis of cohort of respondent and by looking at the designation of the respondent within their organization. So just to give you an example, we slice the data by Martik, heroes versus Martik stagnants. And the question we asked them was, which tools, which Martik tools are helping you achieve your Martik objectives? So you have heroes on top and you have stagnants below. Now of course, when you guys do read the report, you'll be able to look at it in a lot more detail. But what's the trend that we see here? Martik heroes say that a far wider range of products actually help them achieve their marketing goals. So they are actually spending their time more broadly with Martik platforms. Whereas if you see what Martik stagnants are doing, you'll see a lot of tools or types of tools where there is nobody from the Martik stagnant cohort saying these are driving marketing goals. So there's a very different behavior when it comes to a Martik hero versus a Martik stagnant. Perhaps that's why they are Martik heroes in the first place. So this is a split by the type of cohort or type of organization. The other way that we do the split is what is the designation that the respondent has in the organization, right? So where does he or she lie within the hierarchy? So here's a look at the CEO versus the CMO. Now what we see is CEOs, so now one of the sections in the report is a section on how organizations perceive and use data. So what we see here was CEOs are far more critical about their own organization's data maturity when it comes to CMOs. So we actually have a lot of CEOs say that their own organizations are data unaware. A large number of CEOs say that their organizations are only data aware. Everything when it comes to data is actually being done manually. Whereas CMOs, a lot more CMOs say that their organizations are data savvy, their organizations are data proficient and so on. So we see a difference where CEOs are very critical about their own organization's data capabilities. And we believe this is gonna lead to a top down push on adoption of technologies such as CDPs in the months and years to come. This view that CEOs take where they have very high expectations about their organizations actually also carries forward in, let's say, the skills that they want to see within their own teams. So we asked what are the top skills you want to see within your marketing teams? And what CEOs answered was they wanted their marketing teams to be far more broad based in terms of skills. So the dark green line that you see is their responses to what skills do you want? So CEOs are quite broad based. Whereas you see CMOs, their answers are more concentrated towards some skillset. So for example, CX as a skill set or analytics or use of marketing automation platforms. So CEOs have a different way of looking at what skills their marketing team should have. Perhaps this need for wide skills is also what leads to something we see in the next slide. Which is the fact that a very large portion of organizations work with external organizations who are basically consultants or agencies or those kind of organizations in order to help them achieve their marketing and marketing goals. So this is something, you can't have all skills in house and you do need a broad based set of skills which is what we saw in the previous slide. So that's where this particular insight kind of bears that out. Now one is the CEO's view, but there's also the respondent's view on the new technologies that are emerging or the changes that are rapidly happening in the ecosystem. So we asked two questions. One was about Web3, Blockchain, Crypto and Metaverse. So what is the preparedness of your organization for the advent of these technologies? And the other question we asked about the fact that the cookie is about to end or the death of the cookie is imminent as they say. How well prepared is your organization for this? So these are two sets of questions we asked. Now what we saw was when it came to the first of those questions which is Web3, Metaverse, Blockchain and Crypto, we saw that a vast majority of respondents say that either their organizations are completely unaware of the implications of these technologies, while another large number of people say that while their organizations may be aware, this awareness is very sparsely spread and there's no very systemic way of addressing these changes. Living in a cookie less world, now we've been kind of approaching this very, very rapidly and still we see a vast majority of people or respondents say that either they are unaware, so there's still a lot of people who are unaware of this or there's a significant portion that say that while they are aware, they haven't really prepared for how they are gonna handle this change in the future. So these are some, you know, insights, select insights that I wanted to kind of showcase to the audience today. I encourage everybody to download the report. It's available on this link already. We also have a QR code right outside, which you can scan. There are copies available at the registration desk and me and my team are available to talk about it. So the report actually goes into a lot more depth about what is the state of Martek in India today and I'm sure this is something that pretty much every stakeholder in the ecosystem, whether it is brands and organizations, agencies like us or even technology providers are going to find immensely valuable. So I invite you to access the report. A little bit about us. We are Miram. We are a WPP agency. We are a growth partner to a lot of brands. As a full service digital and Martek agency, we partner with a lot of brands to help them achieve their digital and Martek goals. So with that, I wanna conclude the session today. Thank you.