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<ul><li>According to <keyword id="7904037" type="UNKNOWN" weightage="20" keywordseo="omnichannel-marketing">Omnichannel Marketing</keyword> Readiness in India, the inability to act on data in real time and the lack of an omnichannel <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">marketing</keyword> strategy are the two biggest challenges marketers face today.</li><li>Marketers rated personalization (75%), a unified 360° customer view (64%), and <keyword id="9417332" type="UNKNOWN" weightage="20" keywordseo="seamless-customer-journeys">seamless customer journeys</keyword> (37%) as the three most critical initiatives for an omnichannel engagement strategy. </li><li>However, a majority of those marketers also noted that their existing martech platforms underperformed in key omnichannel capabilities such as multichannel execution and data consolidation.</li></ul> Marketers in India rank the inability to act on data in real time and the lack of an omnichannel marketing strategy as the two biggest challenges they face. Omnichannel Marketing Readiness in India – A <keyword id="7881551" type="UNKNOWN" weightage="20" keywordseo="Resulticks">Resulticks</keyword> Research Report, has found that marketers rated personalization (75%), a unified 360° customer view (64%), and seamless customer journeys (37%) as the three most critical initiatives for an omnichannel engagement strategy. However, a majority of those marketers also noted that their existing martech platforms underperformed in key omnichannel capabilities such as multichannel execution and data consolidation. The research, commissioned by Resulticks and conducted by Valuvox, surveyed 414 senior marketing executives across 17 industries spanning multiple business types and sizes. “As new channels proliferate and consumers become more digitally savvy, India’s businesses are challenged to transform how they engage with their audiences,” said <keyword id="7881550" type="UNKNOWN" weightage="20" keywordseo="Redickaa-Subrammanian">Redickaa Subrammanian</keyword>, Co-founder and CEO of Resulticks. “Those leading the transformation have embraced an integrated, truly <keyword id="7324912" type="UNKNOWN" weightage="20" keywordseo="omnichannel-approach">omnichannel approach</keyword> and developed the capabilities and insights to deliver, analyze, and individualize customer journeys in real time and across touchpoints.” Based on the omnichannel readiness reported by respondents, the research classified them as Leaders, Aspirants, Followers, and Others. Nearly all considered integrated marketing automation solutions and data integration tools as top priorities over the next three years. When it comes to marketing channels, website and email remain dominant in the Indian marketer’s omnichannel mix, followed by SMS and in-person interactions. The Leaders are adding new elements to their communication mix, which encompasses social media (54%) as well as QR codes and beacons (28%). With businesses in India exploring possible technology offerings to support an integrated approach to customer engagement, they selected multichannel campaign orchestration (50%), unified view of data across channels (43%), and multi-touch attribution (27%) as key priorities among the most critical platform capabilities. The report offered recommendations for businesses looking to make a successful transition towards omnichannel marketing. Some of these include: o Foster a data-driven organizational culture as a first step on the journey towards omnichannel customer engagement o Adopt a goals-and-means approach to integration efforts and let desired business outcomes shape data and systems integration o Take a phased approach towards implementing new age digital channels to engage customers

Inability to act on data in real time and the lack of omnichannel marketing strategy the two biggest challenges marketers face today: Resulticks Report

<ul><li><keyword id="7881551" type="UNKNOWN" weightage="20" keywordseo="Resulticks">Resulticks</keyword> has developed advanced audience data management capabilities that help marketers overcome data silos. </li><li>It has been using AI and <keyword id="294572" type="TECHNOLOGY" weightage="20" keywordseo="machine-learning">Machine learning</keyword> to enable brands to orchestrate seamless, hyper-targeted experiences across all relevant channels and devices.</li><li><keyword id="7881550" type="UNKNOWN" weightage="20" keywordseo="Redickaa-Subrammanian">Redickaa Subrammanian</keyword>, CEO and Co-founder, Resulticks tells us how the platform has been helping brands in their marketing journey.</li></ul>For years, marketers have been trying to harness the power of data to segment and target audiences to varying degrees of success. Even with technology evolving at a rapid speed, the challenge of consolidating, integrating, and analysing data to make it more actionable, contextualised, and relevant has been on top of the marketer’s mind. This is one of the many problems that Resulticks, an AI-powered <keyword id="2410330" type="PERSON" weightage="20" keywordseo="Marketing-automation">marketing automation</keyword> platform, is trying to solve for marketers. Six years after evolving from the digital marketing agency, Interakt Digital Group, the platform today has an impressive roster of clients from different sectors. We recently caught up with Redickaa Subrammanian, CEO and Co-founder of Resulticks, who walked us through all that the platform has achieved in the past 6 years and the factors that have been helping it grow at a rapid speed. Edited excerpts: Q) What role has Resulticks been playing in helping brands come up with more relevant and seamless experiences? We built the Resulticks platform on three major pillars. The first is our master audience data management capability—also referred to as customer data platform—which consolidates both structured and unstructured data from all the brand’s relevant internal and external sources. The second is our omnichannel communication orchestration capability, which enables our clients to deliver seamless customer journeys—single dimensional, multidimensional, or event triggered—across every relevant channel online and offline, including social, email, mobile, voice assistants, extended systems, chatbots, QR codes, and call centres. The third is our advanced analytics capabilities, which power all the deep insights required to create advanced audience segments and orchestrate targeted, highly individualised omnichannel campaigns. It empowers our customers with comprehensive campaign and audience reports with AI insights to take corrective measures in real time for results-driven marketing efforts. Although Resulticks is a full cloud, SaaS-based solution, we help businesses in highly regulated industries like BFSI and healthcare ensure data security with our unique, hybrid deployment model, which, hosts personally identifiable information on premises while ensuring access to the full benefits of cloud marketing. Q) How do marketers stand to gain by associating with Resulticks? For years, marketers have been trying to harness the full power of data to segment and target audiences to varying degrees of success. Even with ever-advancing technology, they still face the challenge of how to consolidate, integrate, and analyse it to make it more actionable, contextualised, and relevant. To address this global challenge, we developed advanced audience data management capabilities that help marketers overcome the data silos that have historically prevented them from having a 360-degree view of the customer. Our AI and machine learning layer, combined with an intuitive user interface, enables brands to orchestrate seamless, hyper-targeted experiences across all relevant channels and devices. And with our omnichannel rules engine, brands can specify in advance detailed business rules and customer actions to trigger relevant, contextual communications at every critical touchpoint along the customer’s pathway to conversion—always in real time. Q) You say that today consumers demand the utmost levels of personalization. However, how do you ensure that you draw a line between hyper-personalization and intrusion? At Resulticks, our advanced technologies enable audience identification and tracking at the segment-of-one level. This helps ensure that each consumer is not simply identified, but also engaged with contextualised messaging that builds on past moments and resonates with the present. We also enable individualised conversion attribution at every relevant touch point, which contributes to continuous performance improvement. With all that hyper-personalised power comes responsibility. First, marketers must ensure complete customer privacy at all times. Any privacy breach has the potential to hamper the relationship with customers or to inflict potentially serious damage on the brand. Marketers must also avoid customers with overly individualised messaging that can unsettle and drive them away from the brand. Q) Can you share some stats where brands have benefited from using your offering? For every client, the platform has delivered exceptional business results, including: <ul><li>Over $125 million in incremental revenue in the last 36 months for one of the world’s largest smartphone brands</li><li>20% incremental revenue through online sales on travel retail partner sites in APAC for the one of the world’s most respected beauty and cosmetic brands </li><li>$34 million in incremental inflows in 18 months for one of the leading Asian banks through omnichannel customer engagement </li><li>15% uplift in sales through segment-of-one communication for an Indian healthcare brand</li></ul> The platform has also delivered operation results to clients such as: <ul><li>2.8X uplift in segment performance with advanced audience segmentation </li><li>20% increase in profile augmentation through our 360-degree audience view analytics </li><li>22% cost efficiency in campaign management with channel optimization </li><li>40% savings with resource optimization thanks to our detailed campaign analytics</li></ul> Q) What you do is still an evolving space. How are you educating marketers about what you do and how that'll help them in their journey? Is it difficult to convince them about the importance of what you do? Resulticks evolved from the digital marketing agency, Interakt Digital Group, which I founded along with my business partner Dakshen Ram in 2004 and ran it successfully on a global scale for ten years. Through our work with some of the world’s most respected brands, we gained experience with virtually every marketing technology platform and application in existence at the time, learning both their strengths and weaknesses. As a result, we became acutely aware of the universal difficulty our clients faced in managing big data, orchestrating omnichannel communications, and documenting marketing ROI. So, leveraging that knowledge and experience, we set out to address each of those challenges in a holistic, integrated way. After three years of development, we named our solution Resulticks and launched it officially in 2014. We’ve continuously enhanced the solution ever since to address even more fully our clients’ most pressing marketing challenges including delivering a seamless, highly individualised customer experience in real-time while also ensuring data security and privacy. Q) Was there any challenge while launching in India? When entering the Indian market—as in all markets—a major hurdle was helping the brands realize the full potential of digital technologies holistically and strategically. We have to show them the bigger picture of how they can leverage digital marketing automation to create coherent customer lifecycle journeys across channels and devices. Brands everywhere tend to stay in their comfort zones, which can prevent them from expanding their strategic perspective. We sometimes must enable them first by taking small steps, securing quick wins, and integrating a true omnichannel approach over time. Q) There's constantly a lot of conversation around data privacy. Does working with constantly evolving data mean infringing on the consumer's privacy? In today’s AI-focused world, data is the fuel that fires the growth engine. What has changed dramatically in the past decade is the speed and scale at which brands can use it. In a digital-first world, marketers must balance data-driven marketing with privacy concerns by collecting data responsibly and using it wisely to engage audiences. Every year sees new customer privacy and audience data management regulations being enacted by various governing bodies including the likes of GDPR. There might be a need for brands to transition from solely relying on second and third-party data managed by other platforms. They have to build a stronger reliance on data they collect themselves. Data is typically used by marketers to segment and target audiences accurately and to organize and deliver omnichannel customer experiences. In delivering these experiences, Resulticks provides both technical and process-wise measures to help marketers conform to compliance requirements, ensure consumer consent, and maintain data security. This mitigates risks associated with the handling of sensitive data at a fundamental level. Our initiatives around data security and privacy have been widely acclaimed by leading information security leaders within our client organizations. Q) What is the future of marketing automation? Leading marketers are now breaking away from traditional strategies to take on a more omnichannel marketing approach. For example, in the past two years, voice has exploded as a potentially powerful channel on a global level with intelligent voice assistants such as Alexa, Cortana, and Google Assistant inserting themselves into daily lives. While the investment necessary for an omnichannel strategy may seem steep, real-world experience with our clients has resulted in, for example, upto 30% of cost savings and double the incremental conversions. In a recent survey commissioned by Resulticks to study omnichannel readiness among Indian marketers, 90% of the total 414 marketers participated in the survey have either already implemented an integrated approach to omnichannel customer engagement or are inclined to do so. Obviously, the future is omnichannel and individualised,as digitally empowered audience member increasingly expects highly tailored brand experience on demand. Armed with unified customer data, advanced analytics, and seamless campaign orchestration across all channels and devices—and in real time—marketers will not only meet their customer’s demands, they’ll exceed expectations and develop the kind of brand loyalty that ensures continuous growth.

How Resulticks, an AI-powered marketing automation platform is helping brands orchestrate seamless, hyper-targeted experiences

<ul><li>Finance Minister <keyword id="129243" type="PERSON" weightage="20" keywordseo="Nirmala-Sitharaman">Nirmala Sitharaman</keyword> on Saturday announced that the government will set aside ₹6,000 crore for <keyword id="2791195" type="PERSON" weightage="20" keywordseo="BharatNet">BharatNet</keyword>, a step towards ensuring that the internet reaches every home.</li><li>The government also intends to build data centre parks throughout the country to focus on new age technologies like Artificial Intelligence (AI) and Internet of Things (IoT).</li><li>Industry experts voiced their enthusiasm about the government’s steps towards giving digital ecosystem a boost.</li></ul>Digital is the way forward and that is clear from the government's attempt to boost the country's digital infrastructure. Finance Minister Nirmala Sitharaman on Saturday announced that the government will set aside ₹6,000 crore for BharatNet, a step towards ensuring that the internet reaches every home. While the digital ecosystem has already been seeing an impressive growth in the country these past few years, this step will further bolster the growth, giving digital-backed businesses a huge boost. Moreover, the government also intends to build data centre parks throughout the country to focus on new age technologies like Artificial Intelligence (AI) and Internet of Things (IoT). Digital stakeholders from the industry were quick to acknowledge the boost that the move will give the entire ecosystem and came out together to laud the government's move. Here are some voices from the industry sharing their enthusiasm. Gautam Sinha, CEO,Times Internet: <keyword id="7836802" type="UNKNOWN" weightage="20" keywordseo="Budget-2020">Budget 2020</keyword> is a promising step towards establishing India’s future as an enduring digital economy. The increased focus on improving data connectivity under Bharat Net, steps to boost the smartphone manufacturing industry and the Rs 8,000Cr allocation for the National Mission on Quantum Computing &amp; Technology will help build better digital infrastructure to support this sector's rapid growth. Finally, deferring tax on ESOP's for startups is also a major move that will help promising startups attract and retain talent that would fuel our burgeoning digital ecosystem. MVS Murthy, Head – Marketing and Digital, Tata Asset Management: This Budget gives a strong tailwind to all things digital. Support to smartphone manufacturing while harnessing the engineering and design skills is another progressive step in the Make in India story. Over 6 lakh anganwadi workers being equipped with smartphones to upload the nutrition status of 10 crore households, is a great step to leverage technology and address health care of children. Use of AI towards an endeavor to eradicate TB is yet another step towards human life enhancement. Embracing technology through Analytics, IoT and AI augurs well for us as a 21st century powerhouse economy. Including 100,000 Gram Panchayats in this mission through BharatNet will integrate us as a nation digitally. Smart meters, use of solar panels alongside railway tracks benefit the households and also makes us seen as a conscious consumer of green-tech. There are enough opportunities for global companies, partners and startup’s in India to actively participate in India’s continued efforts in harnessing tech for public good and welfare. Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media: There will be views that support right and views that support left, but I strongly believe, data and digital occupied the centrepiece of the budget! The fact that we moved beyond jargon war and marching towards embracing digital technology is a very strong positive move. New age technologies, keeping data and digital at the heart of it shall lead to big reforms. Focus on IoT, Data Parks, AI shall make India a strong contender amongst the top digital economies, globally. The ambitious fibre to home proposal shall get the next 100M in the Digital universe soon. All in all, it’s a very positive budget for digital by the government which has always vouched for the power of digital. The same coupled with reduced tax slabs and abolition of DDT shall lead to higher disposable income; thus enabling more consumption. Redickaa Subrammanian, Co-founder and CEO, Resulticks: Digital disruption has transformed India’s business landscape and the announcement for building more data center parks will further aid in laying a strong foundation for a digitally connected country. Rs 8000 crore allotment for developing quantum technology is impressive, and this in tandem with the grassroots level skilling initiatives, make for a strong technology ecosystem. Engineering students will also gain real-world experience through the new internship programs, creating a digitally skilled talent pool equipped to work in a digital economy. As a fast growing AI and ML based technology start-up, we welcome setting up of the investment clearance cell. The proposed revisions in the income tax structure should lead to increased consumer demand and provide an overall impetus for economic growth in India. The announcement made in Budget 2020 showcases the government’s support for India's technological advancement and we are excited about the entrepreneurial spirit it promotes. Ambika Sharma, Managing Director &amp; Founder at Pulp Strategy: The latest budget announcement for the year 2020 -21 bears vast potential in shaping India’s road towards achieving its target of emerging as a 5 trillion dollar economy. With India currently posed as the fifth largest economy in the world, I am particularly enthralled by the government’s decision to optimize new-age disruptive technologies such as Machine Learning, robotics and Artificial Intelligence (AI) towards attaining a seamless and integrated service sector. Further advancing the digital revolution in the country is the government’s resolution of developing state-of-the-art data centers across the nation. Moreover, the FM’s proposal to allocate Rs 6,000 crore for connecting 100,000 Gram Panchayats by FY21 will also prove instrumental in accelerating India’s journey towards becoming a tech –enabled nation. Chetan Asher, Co-founder &amp; CEO, Tonic Worldwide: This budget makes me optimistic about the growth of digital ecosystem. Firstly the Rs 6,000 crore allocation towards BharatNet will give last mile connectivity the impetus that it needs and pave way for digital transformation at all levels. Allowing private players to build data centers and encouraging production of mobile and network devices will all compliment each other in growing the ecosystem. Jasmeet Thind, Co-founder, Coutloot: With technologies like AI, IoT and Data Analytics transforming the world, and cutting across streams, the <keyword id="8192304" type="UNKNOWN" weightage="20" keywordseo="union-budget-2020">Union Budget 2020</keyword> has introduced some ample changes that will certainly benefit the start-up community. The finance minister announcing that entrepreneurs from rural areas will be offered additional opportunities to learn and develop their skill sets is definitely a moment to rejoice. Stressing on digital connectivity throughout the country the Rs 6000 crore allocated for the same under the BharatNet program, we are happy that aspiring entrepreneurs and small businesses from suburban and rural areas will be able to scale their business outside of their towns. We will continue to offer our support to enable them to achieve their goal and own successful businesses.

As the government sets aside ₹6,000 crore for BharatNet in the Union Budget, the industry rejoices

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Inability to act on data in real time and the lack of omnichannel marketing strategy the two biggest challenges marketers face today: Resulticks Report

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How Resulticks, an AI-powered marketing automation platform is helping brands orchestrate seamless, hyper-targeted experiences

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As the government sets aside ₹6,000 crore for BharatNet in the Union Budget, the industry rejoices

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