“Media landscape is fast changing. Big data, increased broadband speeds, sophisticated smart devices, user-generated content platforms: all this is putting the consumer in the driving seat. Change in consumer behaviour continues to compel companies to invest in niche, gripping content and engage directly. Thus, the need for consumer-behaviour data analytics. “With more choice available in a crowded marketplace, companies vie to catch eyeballs. Advertisers continue to find it difficult to reach their audiences on traditional platforms, paving the way for an unprecedented increase in digital ad-spends. Therefore, technologies which help in understanding the change in consumer preferences and analysing these patterns are of paramount importance,”
Partner, Grant Thornton India LLP
This article appeared in The Hindu Business Line on 15th March, 2018.