What began as an initiative for the Dainik Bhaskar Group’s internal reference for its sales team, has converted into a data source that the Group is sharing with media planners and buyers. The intention is to make this data source – ‘DB Assist’ – a reference for information on market, media and economic variables. Based on an all-India data-base, DB Assist provides indicative level information from across markets and publications, based on sources such as IRS, Indiastat.com, Indicus Analytics, Hansa Research and others.
The data source also provides extensive information on the Dainik Bhaskar Group, its spread across India through its various offerings in the media space and the reach of these products.
The Group has seen positive market feedback on the data source. In a conversation with exchange4media, R Gowthaman, Leader, Mindshare South Asia, reiterated this and said, “It is extremely user-friendly and a brilliant compilation of market indicators at your fingertips.”
Speaking further on DB Assist, Sanjeev Kotnala, VP, Dainik Bhaskar Group, said, “This initiative is completely non-commercial and neutral to the industry. DB Assist serves as a good promotional platform for the sources. The data released in DB Assist from sources such as the IRS and Indiastat.com or Indicus Analytics are just the tip of the huge icebergs that these sources have to offer on their original platforms.”
Giving more information on DB Assist’s advantages, Peter Suresh, Senior GM, Dainik Bhaskar Group, who has championed this project, said, “In an era of information overload, the practical utility of the DB Assist is its first advantage. It is a single source of neatly compiled data from a variety of sources that is readily available at the click of a button. It also allows to present cases with empirical evidence of a vibrant emerging India beyond the traditional metros.”
He explained that it also acknowledged the impatience of a generation of young professionals, who believed they possessed neither the time nor the inclination to dig deep for information. He said, “For example, it is often surprising for us on just how little of IRS is actually dug by planners and buyers today. The IRS is a veritable mine field of information, yet not much is mined. One of the many things that DB Assist aims to accomplish is to bring alive media metrics.”
Kotnala added, “The data is rich, offering some 63 market indices and 40+ economic indices across India, which are possible to be seen in different cuts on state or city levels. There is state specific information, including infrastructure, State GDP, tourism, festivals, etc., in addition to the relevant media interface data. Now, it’s for the industry to see how well they leverage this data base.”
The Group is excited about the future versions of DB Assist as well. The thought is to take it on the Internet space to update the data source. A release said, “Future versions will include more evolved cross-tabs that go beyond just listing of data. For example, in our field visits we have received suggestions like convert district-wise data into SCR baskets. Such things are not readily available currently. The same is the case with things like trending. We anticipate similar constructive feedback that will help us further enhance the value of future versions of DB Assist. We will be bringing out a new version every quarter.”