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ATG to hold seminar on data analytics

23-November-2004
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ATG to hold seminar on data analytics

Advanced techniques Group (ATG) – a specialist unit of Group M, in partnership with Businessworld, is planning a conclave where several veterans in the area of consulting, marketing, and academics would share their point of view in the area of the data analytics and also bring out their experience in the real world application of analytic tools and techniques. The Conclave is scheduled on November 26 at Taj Lands End in Mumbai and would feature prominent faces such as Prakash Apte (Director, IIMB), Rohit Mull (Vice President, Marketing, Tata AIG), Ramesh Srinivas (Partner, Business Consulting Services – IBM Global Services, India), John Goodman (CEO, Ogilvy) and B Ramanan (Head, CPM Practice, Deloitte Touche Tohmatsu India).

Indian firms have started expanding the scope of data analytics from finance to marketing to HR management to supply chain management to accurate business forecasts. And, keeping pace with the corporate India, data analytics in India is no more seen as a black-box tool and many specialists in the country have developed customised tools to analyse various forms of data. The Conclave would try to gauge how far these tools are implemented and what has been the accuracy of prediction through analytics.

Announcing the end objectives of the ATG Conclave, V Balasubramaniam (National Director- ATG, MCI) stated, “Corporates are fast realising the importance of business analytics, and the Conclave is purely dedicated to the task of utilising data to its optimum limit. All companies invest a great deal in data collection and storage, but how do you go about making the most out of it? The Conclave presents the right platform and ambience for experts to express their views. The fact remains that India, given the advantage of its rich human capital, is one of the first movers in this area. Data analytics has grown in India as a part of the BPO industry and we are seeing the emergence of many specialist organisations that specialise in various forms of data analytics. They provide their services to corporations both within and outside the country.”

He continued, “But clearly, India is just showing the symptoms of a fairly global phenomenon. The general trend is that many corporations across the globe are seeing the many fold benefits of implementing data analytics in various functions. This growing trend is fuelled by the importance given by the current generation CEOs to the area of productivity measurement and maximising the return on investment made, and to examine and measure the dynamics of each element that is affecting the business.”

Further referring to the Conclave, Balasubramaniam said, “The Conclave would cater to absolutely anyone within the realm of marketing and communications. This means that brand owners, marketing consultants, ad agencies, and media agencies – all are welcome to participate and share their views. This conclave is targeted to CEOs, CFOs and marketing heads of medium and large companies. The admission would be through personal invites and we are expecting around 75 participants.”

How is ATG going about publicising the Conclave? He responds, “Well, we have a strong outdoor campaign running in the city of Mumbai, devised by Ogilvy& Mather. And honestly, the response to the idea of such a conclave seems pretty positive, at least, as far as the initial feedback is concerned. As the date nears, we expect the word to travel pretty quickly, and the response to exceed our general estimate.”

As is known, this particular event is being brought in partnership with exchange4media in addition to Businessworld, CNBC and Signature Whisky.

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