We want to work with 75 per cent of top global brands: Founder and CPO, zeotap

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

by Anam Khan
Published - Apr 19, 2018 8:51 AM Updated: Apr 19, 2018 8:51 AM

A data based company, zeotap helps in refining and extracting the most helpful data to fuel growth. They help companies achieve better results through precision at scale and intelligent technology. They were the first company to win major telecom operators around the world as data partners.

In an interaction with exchange4media, Projjol Banerjea, Founder and CPO, zeotap spoke about the challenges they faced while building up the network and zeotap’s new brand identity. He opened up about the recent hiring of Anne Macdonald and Group M’s Rob Norman. “In 2017 we have worked with over 35 of top 100 global brands and now with Anne and Rob on board, our intention is to take that number up by 70-75 per cent in 2018,” he said.

Excerpts:-

Tell us about zeotap’s new brand identity, and the vision behind it.

zeotap started in 2014 and since then we’ve learned and evolved extensively. We took stock of our progress and consulted all teams involved including our engineers, management and sales, to understand the market and the direction we were taking. We realised that we had to reflect that in our branding. So after brainstorming on several ideas we started by reshaping our value Accurate data at scale: from telecom operators and other partners. We maintain extreme high quality levels as we only ingest the data that’s passed our internal data quality audits.

The rebranding followed with a new logo giving zeotap a more modern look that truly reflects our technology underpinnings, and a new claim: “Fuel For Growth”. The claim better reflects the value we contribute to our clients, since we see our data as the fuel for any company to achieve growth, either through better insights on their consumer or through better targeting campaigns. The new zeotap imagery was also created with the purpose of making the concept of data more graspable. Finally, we launched a new website which is the culmination of our new brand identity representation since it puts all new elements together: logo, tagline, imagery, value proposition, amongst others.

Anne Macdonald and GroupM's Rob Norman have been recently appointed to the global advisory board. What are your expectations from the recent hiring?

I have to say that we are truly honored to have them both onboard and our reputation as a company has definitely improved by it. In the first place, the experience they bring to the table is extremely relevant to us, including all their relationships they have with brands and agencies at a higher level and at a global scale. These are people who know the industry inside out and are very well connected – this will help us boost our business in both our current markets as well as for future geographical expansion.

zeotap is closely associated with big data. Please tell us how big data analysis helps in increasing business revenue and how it has helped zeotap to raise $13M in year 2017?

There’s no doubt that data is the underlying fuel of our business: we utilize data to power all our products - Targeting, Insights and Connect. For this reason it is logical that we take this data approach internally as well, and leverage it for decision making for our business strategy and growth. Our business intelligence tool Domo is what powers this internal big data analysis. It helps us on a daily basis to make better business decisions that impact our bottom line.
Additionally, our proprietary intelligent tech platform zeoCoreTM is built on data, and is at the core of our success.

What do you hope to achieve in 2018 that you missed out on in 2017?

Last year, we strongly focused on growing our internal resources and the platform that powers all of our products. This year though, the focus will shift to increase our sales efforts in India. Our sales office in Mumbai achieved over 30 per cent sales growth every single quarter. This year too they are working at full speed.

We are also looking forward to Deterministic data from telcos, it has been our main strengths since this data is ID-card verified. This year however, we’ll have our eyes on closing partnerships with other types of large enterprises, diversifying the sources of the data we’re offering to the market.

We’re also planning to expand in additional regions globally. In January we opened the Germany, UK, France and Canada markets, which means we have managed to cover the big five in Europe now. We’ll also be paying attention to LATAM and Asia since they are very interesting markets that are showing aggressive growth.

You claim to have worked with major telecom operators around the world. What challenges did you face while building the network?

The main challenge while setting up the business was to win the trust of large enterprise data partners so they would share their data with us, we focused all our efforts on building our proprietary intelligent tech platform. We brought engineers, data scientists, privacy experts and legal professionals together to build a watertight solution to meet the stringent requirements of all potential data partners.

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