Solutions Integrated Marketing Services has launched ‘The ROCK Centre’, an ambitious and innovative centre of excellence. The Return On Customer Knowledge Centre will allow Solutions to develop consumer, trade and shopper insights using data modelling techniques and research.
As marketers embark on the holy grail of enhancing profitability and maximising returns on marketing investment, the code seems to be locked in their own backyard: the customer and transaction databases, as well as other data generated by myriad events, promotions, advertising and marketing programmes.
Says Kanika Mathur, President, Solutions, “ The ROCK Centre will focus on all the information and data that pours into Solutions, but which is never used. The insights derived would be presented to clients with a view to add value to current programmes, and developing future directions based on learning. In the ultimate analysis, this customer knowledge will yield solid returns to our clients.”
The ROCK Centre will make use of cutting edge analytics to mine such data and build marketing decision models. This data will capture the actual behaviour of customer in real world scenario, and is already available with marketers and is much bigger than any sample data.
Vivek Chugh, Vice President, ROCK Centre, will lead this new entity. Chugh has over 13 years of work experience across marketing functions — sales, product management and marketing communication. Chugh said, “Customer knowledge is going to be the sole source of competitive advantage, and like any true knowledge, this also lies within. All that the marketers need to do is look within their transaction and marketing databases.”
He added that the company is targetting marketing heads and CRM professionals. Part of the global Publicis Groupe, Solutions is a marketing services provider that delivers managed marketing services to its clients. Founded in 1995, Solutions has emerged as the Indian group that offers Fortune 500 companies an integrated expertise across Asia-Pacific in direct, interactive, promotional, event and retail marketing.