“The Chinese proverb ‘May you live in interesting times.’ we certainly are.” – Ravi Parmeswar
The Changing Face of Analytics
Ravi’s responsibilities take global strategic insights and analytics to drive insights from any source. It’s a global responsibility across all of the consumer business at J&J.
In the last 3 years, things have changed drastically thinking about big data. It’s becoming more real for CPG. When you get access to first body data the game changes significantly.
Ravi Parmeswar Personalized Analytics
Ravi thinks the way marketing is moving right now is the model of more data and more personalized data. It’s better to look at the landscape of data we have right now and how to better connect and how best to use that for targeted marketing.
The traditional way for brand positioning marketing was using attitudinal segments. It was about what people feel and need but that is going away.
Behavioral segments are a lot more actionable. For instance, you’ll have data of what a person bought, if he bought mine or a competitor’s product, what else he buys, what are his media habits and what his digital habits are. With this information, you can target your market more accurately.
To hear what Ravi has to say about working in teams using the left and right side of the brain, download and listen to Ravi Parmeswar Winning the CPG Analytics Race!
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