Partha is passionate about marketing analytics and has over 14 years of experience in the field. He have developed and managed very successful analytics practices globally for fortune 500 clients with verticals specifically including CPG, Entertainment & Pharma. He currently leads Business Development for Analytics Quotient & is working at building some temporary office space between him and 2 growing kids, one super active CEO wife and one dog who likes to go for long walks.
Analytics India Magazine [AIM]: What according to you is AQ’s biggest USP that differentiates AQ with similar sized players in the marketing analytics space in India?
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Parthasarathy Vallabhajosyula [PV]: We are seeking to redefine what an analytics service provider can do for clients. When corporations seek to manage business operations with data driven insights they don’t want agencies who make three hundred page presentations of numbers , graphs and charts , all divorced from ‘what needs to be implemented in the market today’ , or what we call ‘actionable market insight’. Clients recommend us for our story telling ability, or the ability to answer questions which the business wants to understand.
We can do this because we immerse ourselves in the client business, synergizing the disciplines of statistics, technology, data art and technology to unravel the story behind the numbers. Story telling equips managers with foresight. They stop asking the ‘what’ questions – ‘What is my market share viz a viz competition? And start seeking the more strategic ‘why’ questions like ‘Why is my revenue growing in a scenario where my market share is stagnating?’
AIM: What are the most important contemporary trends that you see emerging in the marketing analytics space across the globe?
PV: Data democratization, ‘instant analytics.’ and Data visualization, are the three emerging trends in the marketing analytics space today.
No matter how smart or analytical we are, the human brain doesn’t process large sheets of numbers, it stores pictures and impressions. The best way to understand and represent information is through data visualization.
AIM: Where do you see the bulk of your business coming from? Have Indian businesses started to acknowledge the potential on analytics like their counterparts elsewhere do?
PV: As of now, AQ is concentrated on the US & European markets. Internationally expectations from the ‘business intelligence’ function have undergone a sea change in the last three years. In 2010, when recession hit most economies across the world, the ‘external operation consultants’ were deemed expensive, and corporations started looking at the ‘back room analytics boys’ to manage internal intelligence to drive business operations. Thus began the evolution from ‘managing data ‘to’ managing business with insights from data.’
Today Indian businesses are adopting analytics to rationalize operations, improve inventory flows and extract better profits. Availability of ‘cloud’ storage and efficient processing power has made it possible for organizations to manage their ‘Big Data’ better and use data driven insight to impact day to day business operations.
AIM: What are the most significant challenges you face being in the forefront of analytics space?
PV: Our most critical challenge is always to live up to the expectations our clients have of us. Over the years, our clients have entrusted us with high-impact projects that are critical to the business, and we have embraced the opportunity to partner with them as they redefine how they use analytics within their businesses. This is both the biggest challenge and the greatest thrill of being a young, ambitious start-up. We take this responsibility very seriously and are always trying to execute our plans keeping this expectation in mind.
In general, analytics start-ups like ours always face the challenge of doing more with less. In that regard, we are always hungry for resources – great people, efficient sources of capital, space, time.
Partha is a post-graduate from MICA, Ahmedabad and prior to founding Analytics Quotient he worked as Director-client services for Marketics technologies (India) Pvt. ltd.