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An interview by Mitul Mehta, SVP & Head of Marketing & Communications, Datamatics Global Services

Oct 30, 2019 4:18:28 PM

Mr. Mitul Mehtas photograph

Spokesperson - Mitul Mehta - Senior Vice President & Head-Marketing & Communications

1. Tell us about your role in Datamatics?
I head Global Marketing and Communications at Datamatics, and my focus is to build customer loyalty, increase revenues, and strengthen our brand reputation globally.

2. Can you tell us about your journey into this market?
I have more than two decades of marketing experience across Information Technology, Telecom, Retail, and Advertising, with extensive exposure to global markets. I started my career with Ogilvy & Mather and later moved to a corporate role in a Fortune 500 Company. I have headed the marketing functions at leading technology companies before joining Datamatics. I am extremely passionate about marketing and the way it impacts business and can add value to the customer journey. I believe to lead a successful marketing practice, one need to have strong business acumen and should follow a data-driven approach.

3. How do you think technology is upgrading marketing Sector?
Technology has a tremendous impact on marketing, and it has changed the way we reach out and engage with our customers globally. Today, marketing is extremely personalized and targeted, even at a mass level. You have so many insights about your customers, what pain areas they have and what kind of solutions they are looking for. This helps you to connect better and provide the right solutions to your customers. Technology has provided easy access to customers across the globe and has opened up multiple ways to communicate and add value to the customer journey.

4. How data-driven approach with AI & ML has optimized the performance of marketing professionals?
Data is a key factor in the success of your marketing campaigns. As a marketer, you are accessing structured & unstructured data from multiple sources like website, social media, events, customer meets, and online campaigns –how you utilize this data and derive maximum value using AI/ML is important. This data can help you to identify a potential customer at the beginning of their buying cycle, help you to be more creative, innovative & targeted with relevant content, get a complete 360-degree view of the customer. And most importantly, it can help enterprises of any size to bring scale and speed in their execution.

5. What are the thing that marketers should keep in mind to obtain better customer acquisition?
Marketers should not lose the sights of the value which they bring to the customers. They should also keep in mind the cost of acquisition in the light of the lifetime value of a customer. It becomes imperative to retain the valuable customer and convert him into an evangelist who can help you grow your customer base.

6. How do you define your platform, TruBI?
TruBI is an enterprise-ready business intelligence platform that offers a modern & responsive user interface. It supports self-service analysis, 360-degree view of a single-version-of-truth, and provides an intuitive & interactive experience in a secure and scalable environment. With all this, Datamatics TruBI provides business users with definite advantages in terms of 99.99% up-time and increased employee productivity by almost 60%.

7. What features of your solutions make it a perfect fit for Retail and Ecommerce industries?
As an organization, we are industry agnostics, and all our products cater to multiple industries and can be customized as per the business need. Some of the unique features which make the product stand out in the market -
i. Available both on-premise and in cloud.
ii. Self-service pick & choose a feature, allows end-users to create and personalize dashboards
iii. Drag & drop report feature to get a multi-dimensional view with the ability to slice and dice information efficiently
iv. Enhanced drill-down & data filtering features help users discover intelligence from huge volumes of data and explore specific KPIs in more detail
v. Modern & responsive user interface creates interactive dashboards for the web as well as mobile devices for which no coding is required.

8. What advice would you like to give to the technology Start Ups?
Startups should focus more on delivering value to their customers and shouldn’t get excited by their own technology/success.

9. What is the Digital innovation in sales technology according to you that will mark 2019?
Technology is fast-changing, and what matters most is keeping pace with technology innovations. Digital innovation in sales and marketing is continuous – from omnichannel marketing to automation tools. This has enabled us to reach out to the customers easily and deliver the right message to the right target audience at the right time.

10. How do you prepare for an AI-Centric world?
Having a rich set of data is the first step towards AI, and marketers have to ensure the data that they generate are well integrated so that the AI engine can learn from it and start generating the required value. The market has to learn fast and change the way they work a lot of the stuff that is done by marketers now will be done by machines and algorithms. E.g., Market research has changed completely, and the way we used to collect data from secondary research is more automated now.

11. What are the major developments you are planning, in recent times?
We are investing in 3 areas of development: marketing automation, creativity, and customer evangelism. Marketing automation helps you to drive your campaigns with a data-driven approach; thus you are more targeted and focused on reaching out to the right set of prospects & customers. Creativity is important not only from a design perspective but also in what kind of new campaigns, new channels or new customer touchpoints that you are innovating as a marketer. Customer evangelist as mentioned earlier is the most impactful way of marketing – references from existing customers are one of the most powerful factors in winning new business.

12. Can you tell us about your team and how it supports you?
Digital is the main pillar of my entire marketing plan because the customer is going digital today. Every marketer is a digital marketer irrespective of whether they are doing events, promotions, PR, content, marketing, designing, etc. They should understand digital and design their campaigns keeping in mind the nuances of digital engagement.

13. What movie inspires you the most?
The Shawshank Redemption– teaches me to stay focused and work towards the goals even in adversity.

14. We have heard that you have a very joyful work culture, so can you share with us some of the fun pictures of your workplace?
Datamatics strongly believes in directed Autonomy, where teams are free to execute within the boundary of direction set by the leader. This creates great momentum and hastens the speed of execution as people get empowered, which makes us different in our way.

15. Can you give us a glance of the applications you use on your phone?
I am a big android fan because of the flexibility & openness of the platform. I have more than 90 apps on my phone, and I use them very actively. Most of the apps fall under the following category:
• Travel
• Finance
• News, Social Media & Communication
• Business apps
• Entertainment
• Productivity
• Health & Fitness

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