 Hi everybody. Thank you for joining us today. I know it's just post-lunch and people's tummies are full But you know we promise to have this engaging conversation with you all and the panelists and hopefully we'll be able to take some valuable nuggets back home You know so the topic for today is leveraging customer data and personalization strategies for purpose driven marketing, right? We are living in a very evolving world where everything is super rapid consumers are becoming super demanding Their expectations have increased So, you know, it's become very important for businesses to sort of leverage data in a very meaningful way, right and Data is a word that is thrown You know quite a bit around but what does it really mean to actually unify this data Right collect this data and do something impactful with it, right? So just to start with, you know, I wanted to actually throw like an open question to the panel Maybe we can start with you the pender just wanted to understand You know how are you leveraging customer data for purpose driven marketing? And what are the strategies if you can give us some real-time experiences to leverage this data and use this data effectively? so So it's very important for us to understand that, you know Personalization is super critical in a business, right? Specifically a business which spans over 40 cities and over 50 specialties So a person reaching out to me for a speciality a cannot land on speciality My communication cannot be incorrect So my data starts from the point when a person so being a very data for A digital first company So we are able to track what the person is searching from the point of starting our data journey starts there That from there. Where is he going? What is he doing on a website? And what all actions has he taken? and Every time that you know There are data interpretations that need to be taken out that you know What is a person looking for and what are you showing him and is that even useful for that person? So if let's say I am looking for a hospital and you are going to talk about That you know, we have This is the cost of a surgery or a treatment that is there A person will not be in will not be interested in it. You have that data point with it You got to use that you got to use that in a way that benefits your customer and your business It cannot be that you know That I will only do this for the customer giving way too much information and not do the business It's that you have to leverage that data in a right manner So that you are able to guide him throughout that journey because the journeys are complex And there are multiple touch points specifically in our business. There are There is a touch point where a person gets in touch with the Coordinator for Mars and there's a touch point where he gets in touch with Our doctors there is a touch point where he is Entering into a past in our hospital So at every point We have that data available with them that you know, what is the communication? How do we leverage that? What are the issues that are being faced by the customers and how are we solving them? So it's not only just the part of the how to begin the journey, but also How we're making the journey more and more comfortable around it Absolutely, I think very good points there, you know, we as marketers are the first touch point when it comes to data in a company, right? So we I guess we have to take this to sort of drive the business on right coming to you Aisha, you know, you have seen this industry very closely and you have a lot of sort of clients You know who leverage different kinds of data. So what are the trends that you are seeing? You know in this ecosystem today Thanks to nisha for the opening question and I'm very happy to be part of this amazing panel discussing the topic Which is very close to a researcher's heart So at NEPA we are of course a research firm a consumer science firm So this topic as much as or the theme is as much of an opportunity In the ecosystem is also a confusing place to be in specifically being a data firm Because the words purpose and personalization have brought in reverse trends in research To quote some examples, we are seeing that A personalization the rule of personalization says that treat people not like data number but like like a human identity Now it's easier said but then done we're seeing that As much as quantitative data A lot of big segmentation and a lot of quantitative work That has been the pulse of research industry I have been saying a come back for a lot of exploratory and qualitative understanding a whole lot more Which is understanding humans understanding and being part of those group conversations being very close To the pulse of the consumer because data is honestly now everywhere and there are multiple sources The other thing that I'm also seeing at least from a agency point of view is that the collaboration between the clients and agencies like Much stronger because it's about going beyond data. It's about looking at gut plus combined with data And seeing that okay a particular You know quote unquote a number could be a 57% of people did so and so but what beyond What is the psyche? What does neuroscience say? What are the other facets of data and methodology is really tying up? So I think personalization and purpose has brought all of that upfront in consumer science and research as an industry Okay, thanks so much for that. Isha, you know ishvander over to you. You're in a very very interesting industry You know, I'm sure everybody's sitting here is quite interested in the industry that you are a part of So when it comes to you and your industry, how are you leveraging the data? Right? I'm sure there are certain You know aspects to the data that may be You know that that may have like sort of a thin line, but how are you leveraging this data? It'll be good to know so So what I would do is I would say we should stop it. It's a very very important piece Look, we do have certain data points So we don't look at that, but if you agree This is better Okay, thanks a lot I think it's important to call out that certain parts of data points are regulated in the street But I think what's important is the conversation which isha was talking about and I'll talk about it as a market here There's a very important fundamental piece here Which is That there is a lot of data which is out there Okay if you're creating And this tons of raw data If not rightly looked at if right not rightly segmented and if the right insights are not derived It will lead to a stage where you look at the scale of data and it could paralyze you and we've seen that happen in a lot of projects Okay, where you have so much data and you say, okay for how do I make sense out of this? But the nuances in the data Which start telling you, okay, this is a potential area Which comes out of qualitative or quantitative? And then when you put a qualitative lens around it, okay, and go deeper into finding the insight is where the magic happens Uh And that's where the difference really comes. Okay, because Frankly, it's not just I who have that data today The systems the processes the tools across organizations would be pretty similar. We all have access to Okay, all of it. We all would have prime tracks. We all would have very similar tools out there But how do you find that consumer insight which gives you a unique differentiated space? Is what? You need to move ahead of data. So data married with human intuition is where the differentiation comes for successful companies If you just look at data in isolation I mean I was I was just joking with dependent a little bit before that If I says 30 degrees is it good or it's bad You don't know the deficits 30 degrees to somebody who's in Rajasthan Versus if I says 30 degrees to somebody who's in London The reactions would be very different. So setting that context and putting that qualitative lens is extremely important You know ishwinder, that's a very interesting point that you made there and I definitely like to touch upon You know, where do you find the right balance between human intuition and data? Right because with great data comes great responsibility also So I'd really love to touch upon that but before that joy deep, you know, over to you I'd love to know how you leverage data at adda 52 Soon everybody and it's a pleasure to be here on this panel. Actually, I would agree with a lot of points raised here by Isha and Ishwinder The data plays a very very important role, but till the time you apply the layer of qualitative Insights on it. There's precious little you can do with data And and I actually have the privilege of coming from organizations where You have really a lot of data which comes in Very quickly and you can act on it, right now. How does data help you? data helps you with making You know a communication to consumers extremely contextual and immediate, right Because you know with the kind of system we have I am able to talk to a customer about something Which the customer is probably involved in right now. For example, you know, a player is playing a hand on our system right and We know, you know, the distribution of different kind of players and people and and maybe this player is a new one And and he plays a hand, which is very very often, right now We as an organization Consider it as our responsibility To make sure that every player has a certain kind of experience on our platform So then it becomes our prerogative to also prompt this customer and this this player and tell them, you know This is where you could have played differently and this is where probably you could have had a different experience or outcome from this game right, so data becomes very important when we are talking of immediate contextual communication or a response to a consumer it becomes very very key Having said that there are higher order things which come out only from qualitative insights that you pick up from consumers when you talk to them Right. So marrying both these things together is where magic happens and data standalone Some great points there. Thank you, Joy. Thanks for that You know mother coming to you. I think with lens card, you know, there is definitely like an omni channel play Right when we talk about data in your context, there's a lot of offline data and online data That is available to lens card to play with right so from that that context How are you leveraging it at lens card? So thank you for the question so See you have you have spoken about the word omni when it's omni. There's no difference of using offline data too specific to offline or online to a specific online uh, I will Very much aligned to what yeshwinder sir have said that you have a lot of data coming out from all the channels You've been working From a sales standpoint and from the marketing standpoint If you don't know what to do about it, it's gonna be wastage and We as a market here. We just don't talk about the analytical part of collecting data I think we all will agree to the In the boardrooms the problem we have to face is the limitation of budgets we have And how do we gonna use it? So data that we have like everywhere we have data like, you know, basically social media is providing You a lot of engagement data In that also, there are a lot of breakups Your marketplaces are providing a different sort of channels in lens card. We have another service called hto We go to the customer home and get a lot of information and collect that and it's a it's a free I check up so you can call and we collect the data now what I supposed to do with it We have to understand what is the cohorts we are targeting how much and what is the right time to do that And how much roars, which is the final ultimatum of it? I'm getting out of it. Maybe I have a I have a very aligned and very planned strategy on social But the money I'm gonna invest in that same money can be invested in performance and I'll get better ROIs So the communication player a very important role. So I'm a fan of communication and content because I get data very easily I'm being leading into the market with let's say amazon pie provides me everything and anything I can ask for But then how to utilize it in the same universe of amazon because it's very different. You first pay them about Having been listed on the commission basis Then you have to fight with the competitive brands to get overbid and I'm I'm sure many of us have been facing this So using the right techniques to understand evaluate that data And right and you know target them with the right messaging at right time So that you don't burn a lot And churn out the data to and the cycle of data as well the top middle bottom funnel data size, you know that What is the uh, you know, uh, is it like overlapping that understanding also needs to be done So we in lens card has a team of about 30 body people in just analytic and uh, our You know management is very much into tech and data-driven strategies So we keep getting reports every day. What's happening in what center? Our job is to create a correlation that where the brand is getting most benefited and that's how we create our start Amazing mother. Thank you so much for that You know at the end of the day a consumer business is all about human connection, right? It's all about because we are we're people selling to people at the end of the day, right? So I just wanted to understand from each one of you How do we strike a right balance between human intuition like ishwinda? You just rightly mentioned and the data insights that we have right? What is it? What is the sweet spot to actually have these two? You know, sort of be channelized together. Maybe, uh, you know, mother I can start with you on this so What is exactly the context of what what you're looking at in this question? So for example, like in in this case, right when we talk about human insights I'm sure like there's a lot of data that you get where people have gone through your carousel And they've like added a few to their cart, right? But at the end of the day, how do you know? What is the good behavior to sort of reach out to them on that? So see we are into the fashion business We have a mandate to come out with something new because we as a human get bored of something very easily We have to keep creating that for more that you're missing out on something Uh in Lenscard, uh, we have a A master collection coming out every month and then there are certain small collections come out every week So you can imagine in a year how many new ranges of eyewear itself is coming out so that we can be trendy at same time And I think in the the room we were sitting someone's talking about the different layers of Gen Z and you know different set of audience coming they all have a different taste I mean, I'm just going to talk about from our side how we think and what strategies are pretty much working Is that it's as simple as that my intent is that you have multiple pairs of shoes shirts And a lot of other things why just have one eyewear So as a marketing Team person in Lenscard, we think that it has to come out as a strong fashion led brand Um, you should be aware about the education That what goes well with what and that's how we aim that you should have different pairs for your different needs because that's how the lenses works And we create certain things around it Uh, so that's one thing Obviously another element to it is The balance which I have asked for Churning out the data making those cohorts but creating a right messaging which I have again said Is something where human can the do best job because they personalize it. India is a beautiful place to have a lot of You know festivals around there's a lot of events keep happening around people get inspired and Had a lot of aspiration to to see something and have something So how quickly We collect that data when there's something new to has come up There's one data data element which works around your existing audience But there are some time when you're creating something there's no market for it But you're confident that this is a need which we have just one data We had which is searches we saw people are looking for it And if we can be on the top of it and bring it to that in that case, there's no data to defend you There's no data to benchmark the only thing you can go with is your your intuition your creativity You have to tell your consumer that hey, you're here and you're using this But this is not the right approach. You have to use this So Joy deep over to you, you know a similar question. How do you strike a right balance between A human intuition and the data points that you collect. Yeah So I would like to share an anecdote From my previous organization to really illustrate this and make it way clear About, you know, how to strike this balance And and the anecdote I would share is from et al in et al. I was leading a business called international roaming business Now data was telling us and like I said, we get data very very real time, right? So we can act and then really do a lot of marketing based on that Now data was telling us that every month There are about 3.5 lakh people from India Who travel to uk but never really buy any kind of international roaming packs, right? And for the longest time we kept sending them a lot of communications around, you know, this is how our packs are very great This is why you should buy our packs, right? And the conjecture was that, you know, people are usually habituated to, you know, sticking to their purchasing behavior And maybe at some point in the past they have, you know, water international roaming pack with somebody else And they're just sticking to that habit and maybe that's why they're not buying We couldn't solve this for a very long time. We kept communicating on discounts. We kept communicating very quickly We kept communicating about more data for you. Why don't you take this? You know, why don't you make your trip for a while? Why would you keep waiting for wi-fi wherever you go, right? Why don't you carry all your data with you so that you're independent because you used to get this insight That a lot of people actually look for wi-fi when they travel Then, you know, we also keep having a lot of rounds of consumer immersion where we talk to consumers So I remember this consumer immersion where I was supposed to talk to this consumer And I asked him, you know, you're traveling to UK pretty much every month In a year and you never buy our packs. So why is it? You know, where are you, you know, getting all your needs fulfilled here in terms of travel needs So he was like, excuse me, I don't travel to UK every month So I was like, but we see that you are in UK every month. So he was like, yes I am in UK every month, but I don't travel every month because I've been staying in UK for the last 12 months Now the reason why we thought this consumer travels to UK every month is because this consumer switches on his own Months every month. He connects to UK network and we see oh this guy is in UK now We don't know that this guy was always in UK. He was just putting his phone on to check OTPs Right Now, so this is where data can mislead you Right, the reality is something else And when we spoke to many such consumers, we realized the real requirement they had was not That of a lot of data heavy pack for travelers The real need was a pack which can really help give them a lot of you know, cheap calling to India So that they can keep in touch with family back at home It was not really so much about traveling exploring You know the whole context change Right, so this is how human interaction and intuition layer gets added on top of data and it becomes very powerful Because we created like, you know A 200 odd crore worth of business Just out of this insight In in a year's time Right, so this is this is an example which I thought I should share Ishwinder over to you, you know, do you have any real time experiences to share like Joydeep has in your industry? Again, I'll go back to my Exactly what Joydeep started I guess a very interesting project which we had started at a certain point of time and we said And this tells you how So you have different bosses you have different styles of working and There was a point in time when one of our bosses was very clear. Let's focus hardcore on data Absolutely fine, let's do it and we got into the development and a creation of a brand And every time we would get a consumer to search you and say, you know what? I get what the consumer is saying, but are we really pushing the envelope enough? And as we finish the process And we created the brand we created we drew it and this is concept And we realized if you put this next to The market leader It was absolutely the same So the consumer was very very comfortable with the brand which was the market leader And by telling you oh, I want it like this. I wanted like this. He was in fact replay His experiences his design love and his alignments of the market leader Now that's the danger of just following data Now you should understand what is important for the consumer And then get up and say how do I really push the envelope and over deliver? So again another conversation we have within the marketing field is If people wanted a better phone then Nokia should have never gone out of You know Where it is it was the largest brand solid phones. You could throw a Nokia on somebody said and you know Things would be very different, but the point is steel, you know made phones very good phones great keypad And every time you went for consumer research the people said oh fantastic. I wanted better. I wanted smoother I wanted But true disruption happens When you just don't look at data you understand. What is the unstated consumer need? And on top of that give them a breakthrough disruptive product So Not just one. I've given two examples. I think that is absolutely Interesting and inspired insightful Isha, you know you end up working with a lot of brands And I'm sure you know this kind of comes to your foray all the time Right. So what would you say when it but what would you like tell your brands? You know when it comes to like sort of having a balance between human intuition and the data that they would like to collect Yeah, I think I would have the consumer research A reference that has been given from the Swedish language And it actually means not too much not too more not too much not too less It's like just adequate And I think the balance that we're talking about specifically with data comes from when you don't go for more Specifically when you go for the right sources So it's not just the number of channels where you're collecting the data from It's how you are connected. Why you're collecting it? Like if you don't want to go on the digital bandwagon of online and it's don't collect online data do offline If purpose is not even close to the mission statement for the brand don't try and fit in Purpose in it. So it's a lot to do with doing more with less and When we are working with a lot of When it comes to a building communication, which is more purpose-led We have detailed conversations with how the internals stakeholders align on that purpose Because often we are looking for answers where we really get confused with the outputs from multiple sources of data Which generally doesn't lead to anything The second piece that I would advise is that for a lot of brands today looking at communities rather than bigger target groups is very important Which is for example If I talk about if I take joining your example Looking at a much larger demographic versus a small community of gamers The latter is obviously better because you'll get more insights On trends as compared to a very big piece or a universe of samples said that you're going to go a big quantitative survey in ads A very good example and of course there are a lot of bad examples to state as well Where purpose has gone wrong or personalization has really stretched too far, but a good one is I'm sure the visual designers or graphic designers and a lot a lot of people who love marketing have heard of phantom The color grading system which has been running forever And and it makes for a very good instagram content these days One would imagine how do how do they bring in purpose now? It's just a color grading system. So they have something called as color of the year That color of the year is related to generally either sustainability or something very relevant in the ecosystem Now one would feel that this is a thought very fast stretch, but it works So often it's also about the third eye of the consumer like Ishwinder stated One is the data which is on the surface second is what you really get out of it How can you be creative with it and often that's the answer lies in common sense in just the gut But data of course you need to support it validate it But starting right and starting less is something that I would say is what we recommend To a lot of our time partners Thank you. Uh, you know the pinder in your case, you know consumers are essentially patients, right? So today when you talk about human intuition, I think that aspect you really need to bring about when it comes to Consumers who are patients, right? So what would you say how do you strike a balance between human intuition and the data insights that you receive? See the problem in our case is that when it's a patient Your data will not tell you what is the person going through at that time You know, it's super critical to talk to patients all the time So we have an internal policy that you know the marketing team has to keep talking to patients keep listening to What the patients are talking about Because your data will always tell you that you know This is working. This is not but the reason behind something working as something not working Cannot be disclosed by data, right? You have to go And have that human interaction We have believed it to be a part of our roots that you know when we Uh, the first page that we built we didn't say that let's just build a page. We said, okay There are these many patients. We have come in contact with let's ask them What were they looking for? Why did they reach out to us? And what would make them take a next step in the journey? So that's what we always do and And just to give you another example. We did something with facebook right now. We We ran certain ads which take people from facebook to whatsapp Now our data was telling that you know all these people were not interesting In filling up the long form that we were having filled up in an interactive way That there were around seven questions and people were stopping at fourth question and We said something is wrong It cannot be that no one is interested and they're just coming answering four questions and not answering There's three questions. So you said let's just try calling these guys up So data was telling that these guys are not interested. So we called them up and Turned out that people said that I gave him my name. I gave him a phone number I told you what disease I'm suffering from. I told you which city I'm from. What else do you want? There were three extra questions which you just put in And if we just went with the data, we thought these guys are not interested And certainly these guys were the ones who were most interested in reaching out. They said we've given you the information Just reach out to us. So your intuition and that human touch element is super critical and data is just a validation that you know that What you thought and what you have talked about and what you were trying to create is that right or not You know, I just had a question. You're when you're solving for scale, right? At that point, it's not necessary all the interactions that you have with your consumers Could be on a human level, right? So then in that case, how do you solve for that scale problem? See, even when you are at this scale, it is just that one person Even at scale it will work. The reason is that you know, you're not talking about each and every problems are similar You have to solve for a bigger Chunk of the population and it automatically works So, uh, let's for example take a problem of cat, right? Why does the person get a surgery done? Right? Why would someone reach out? So we did a We did in-depth interviews with the patients and what we found out was It is not that Is that suddenly this I did that, you know, I want to get a surgery done. They said I was watching tv and I couldn't watch it anymore It was becoming too blurry for me so At scale this has helped me in defining my communication I know what I need to communicate to you right, if I go on and say get a Cataract surgery done at scale won't work I have to go and touch those touch points and those can only come from these human interactions And they tell you that, you know, how are you going to scale? so I believe that, you know, it's the right thing when you're talking to your patients They tell you that, you know, what is it that is making you You come to know what is making them click and what is making them Isha, I had a question for you, you know, and this is a billion dollar question You know, what do you think are the best practices to use data in a very ethical and transparent manner? You know, and I'm sure you've seen this in your experience with working with different brands across You know different industries. So what would you say are the best practices in this game? I think this of course is a working progress and I think it involves a lot of individual responsibility across stakeholders From at least from a data provider Then I would say that it is absolutely important to check source of data They're going to see source like check where is the pattern is from? Where is the respondent from? Are they fake respondents? Also authenticity and just the privacy is like very important here We've had situations where these things really go for a toss, but when you really go deeper into understanding sources I think that's where it's go to the best Yeah, you know Joydeep any thoughts on this, you know using data in a very Ethical and transparent manner. How do you ensure and what are the best practices to do that? See as long as Data with being used in a form where you're not using any personally identifiable information plus You are using data to make the consumers experience richer Right, because see the consumer is out there looking for a service looking for Something that you can fulfill right If you are able to use data to Identify when is the right time and what is it that they're looking for and you are able to provide it to them? It's a service you're doing to the consumers I think the boundary lies where You know You start over communicating Basis things which are not coming out from a consumer initiated activity, right? So for example, I know some set of consumers are You know, so for example when you try to Push a product very hard and you're using because because you know How you can reach them, right? And you over push you basically, you know Weaken the linkage that the consumers have with you as a brand, right? So it's it's actually an onus on the marketing team on the on the organization of how you Communicate to consumers. How frequently do you communicate to them? When do you communicate and how contextually are you reaching out to them? So this if done, right really helps in building A trusted relationship between the organization and the consumers and and really helps brand scale from there. So that's very crucial Um, Madhu, any thoughts From you on this. So I had two thoughts when you have mentioned the right time and the right message. So I think one The detail out which I've felt that can be good for this is uh Take your data tell you Where is that customer stand in your brand journey as of now? And with the right time give him a right messaging with the right intent where you want the consumer to go now next And understand whether he has taken a lot of time And your algorithms tell you that either you have figured out by the by the knowledge of data and statistics The statistic that he's not very much interested in this Messaging or the product you're showing him or the campaign you're showing him Either you go and give him something new something fresh or stop and wait for a certain duration Where he definitely starts searching for you again and then the next messaging come out Don't overlap and spend your money by again going to the first level of awareness because he's already aware So evaluate and understand the data on the depth and keep this Army of your data ready for you whenever you have something big coming when you really think this is the right audience We have recently done that we have a lot of youngsters coming and Searching for a lot of fast fashion product and we were aware that we're going to come up with a very latest range Which called hip-hop It's a it's a it's a range which talks about again your young young audience It's a it's an era of sneakers long t-shirts and everything and we thought it's a right time to come with it We got a right pace for it and then we use that data that these are the people who have always come But we eventually showed them something which is not really fun for for them very ordinary transparent frames or glasses So when hip-hop came to the picture we use that data which is dominant data for us and it converted well And we saw that the youngsters are being going to stores trying different layers They're buying three or four in one go And more strategies are coming on that way itself Okay, thank you. Uh, you know, we've spoken a lot about personalization and segmentation co-hortation, right? Uh, so of course personalization is very very important. In fact, I would say it is the need of the hour I mean, it's something that you would have done yesterday Uh, but how do you create an experience that hyper personalizes this experience for your consumer? You know, I just like some two lines from each one of you that we just agreed to know Oh, maybe mother if I can start with you personalization is Is as important as the first day of your of your business starts actually because you know You do all your entire consumer study I'm sure everyone does it that What what product I'm making is what is my target audience and there are two different audience that I'm saying There's a buying audience and there's a target audience So for that element Creating that personalization and keep improvising it with the with your with your journey with your knowledge Keep getting more categories to your brand is something which I feel is a very important task Don't just get stuck to something When you you talk about scaling also Scaling is only being possible if you keep creating different categories under your business itself. So There are there are 40 kind of different shapes in in eyewear itself What we know is I'm assuming the most famous is our wafer and aviators Why don't we and there is no community and there is no Information has been created at that level that you can you just see couple of celebs wearing it You might can get inspired about it and you want that shape But you don't know the logic about it. You don't know the The aviator has a story that it was created for air force pilots Because when they fly they basically have the pressure of air coming. So that's why the aviator shape come out There's a story behind everything like that. So that's how the and you when you start getting to know that Yes, this is a life. I'm living and that personalization brand has done which is a right for it for me Right for it makes right audience makes it goes well What about you joy deep any thoughts on this? Uh, I just quickly summarized by saying that, you know, the primary objective of of marketing, right Is to influence consumers behavior is to change consumer behavior, right from something That's there today to something that the organization would want To do this the starting point is to catch consumers attention And today all of us are inundated by so many communications from all the sides, right? We're just being bombarded. You you can't go through You know two to three minutes of time without being bombarded with something you look at your phones It would be full of messages, uh, which are about this, right Hence even to get to a point where you can capture somebody's attention Even for how so small duration it is You have to start with personalization if it's not personalized You stand no chance to capture any attention whatsoever. Forget about changing behaviors Right. So that's that's how critical it is and I think there's no way, you know, uh, without it Absolutely. Uh, Esha just wanted to, uh, you know, get some thoughts from you on this as well So I would say that for hyper personalization or any kind of segmentation because God's again has been like a buzzword Since the kiosk of we've costed personalization and hyper and now micro communities and so on and on But three things that never change in segmentation that everyone can sort of keep in check is time place and money Matrix which is how long these segments or hyper personalized cohorts are going to sustain Because they fast change today if there was a segmentation exercise done for a lot of categories earlier Which lasted those segments lasted for a few years now. It's changing quarterly We get requests for tracking segments, right? That's time second is where are you getting these segments from and last Is what is the value of these segments which are giving to you if you have these three in check? I think then hyper personalization is sorted Um, Ishwinder if you can give us your thoughts on this Yeah, I just want to say from a marketer's perspective to look a little differently. Okay, and uh Especially when you're handling a portfolio brand you have to look at at what stage is your brand at? Okay If you are a large dominant player You've got to unite people behind your course Great brands large brands unite people behind them So therefore you take You you shouldn't worry about hyper personalization But you should find that one thread which unites the larger nation and get behind your brand However, if you're a challenger or if a new age brand, okay, and you're all you're trying to disrupt a category Then you've got to go hyper personalization. You've got to break and create your unique space If you you cannot be brand number 70 Doing the same thing and expecting to win. You can't You have to disrupt the category and get up and say I am the first person who looks at the category this way and you will succeed so Data can be cut in whatever form you want. It really depends upon what your ambition is But the point is either you unite yourself Or you micro segment the market That's what that's how you're going to look at data Um dependent completely agreed with what just ishwin this has said like being the latter Where I have to micro segment my target audience to an extent where I have to give them an experience Which is different from a hospital when a person walks into a hospital. He's a patient for them when a person walks Into pristine care. We eat the website. We eat on one of my caller numbers It is hyper personalization starts at that very second. We have micro segmented you to an extent We know what you are what you're looking from where you're from And we have to give you that experience for you to choose us over the Other hospitals. Otherwise, there's so many hospitals out there that you would choose The only reason I can pull you towards me is because of the service that I'm going to provide I go to personalize your journey I'm going to look after what you're looking for And that is super critical for a new age player like us that you know You have to change it to an extent that you know, you have to make eyes turn that you know This guy cares about getting me. He not just that I'm a patient who's coming So that's where the whole journey Changes Thank you I think we've had some really insightful points from the panel here today I'd like to actually open up the room, you know, if anybody has questions for our panelists here today It would be lovely to hear from the audience The gentleman in the back, please Sorry, we'll just pass on the mic to you if you can just give us a second Hello, Richard. How do you connect with the consumer because you're very far distant from the consumer It's your dealer distributor Yes, so Look the point remains that if we've got to understand who are can you hear me clearly? Yeah. Yeah, all right So I guess this is about Collecting data from our consumers. Okay So we do have very strong and very frequent interactions with our consumer base Through consumer researchers and through our in market interactions with them So as we said, there's a magic in Of human connections And therefore when we go and we meet our consumers, we do understand about their needs and what are they really looking for So that's how we really do it No, no, no, we've got physical interactions. We've got consumer researchers. There's a complete toolkit which exists within the system Any more questions from the audiences Okay, if there are no further questions, I'd just like to wrap up this session. Thank you so much everybody I think it's been I know it's been after lunch, but I think we've taken some valuable nuggets from this today And thank you so much again. Thank you