Ashutosh Kumar is a seasoned professional with more than 15 years of industry experience in the space of marketing analytics and consulting. Currently working with SAS Institute North EMEA region to help organisations in planning their marketing communication processes and strategy with SAS Customer Intelligence technologies. His experience in marketing consulting and data science covers customer journey design and analysis, econometric and time-series modelling, and constrained optimization. He has rich academics with double masters M.Phil, Economics and MBA, Finance and also has a strong quantitative research background with published research papers in reputed journals.
We want to take actions and measure their impact – scientifically. To measure average speed (of a car) halfway through a given distance, we should mark the midpoint and should have a clock. To measure conversion through a print catalogue and to compare that against the same from a digital
Marketing has changed and continues to change. Some of this is because of technology, but mostly it is the result of evolving customer expectations. Isolated customer interactions, however good, do not create a great customer experience. As isolated events, in fact, they may have a low level of influence on
Marketing is changing. But then, it needed to. Customers are no longer satisfied with bog-standard treatment, and companies are trying, at least to some extent, to react to this. For most of them, however, much more work is needed. Customer-centricity is the stated goal of most marketers, to handle the
