Organisations need to make data-driven decision making a norm: Shashank Srivastava

While speaking at the Pitch CMO Summit, the Maruti Suzuki India Senior Executive Director said data-driven targeted marketing helped their new model Brezza get 42K+ pre-bookings

e4m by exchange4media Staff
Published: Jul 1, 2022 8:35 AM  | 3 min read
Shashank Srivastava

By harnessing the power of contextual and region-specific marketing campaigns, Maruti Suzuki got more than 42,000 advance bookings till a day prior to the launch of the new Maruti Suzuki Brezza on Thursday, Maruti Suzuki India Senior Executive Director Shashank Srivastava mentioned while speaking at the Pitch CMO summit on Wednesday in Delhi. 

“We use regional-specific personalised messaging to reach out to prospective customers in their preferred language. The messages contain the link to specific models and are period specific, allowing the customer to book a car or test drive,” he elaborated.  

The prospects are filtered through several data points via a cohesive customer data platform that merges online and offline information about the customers and targeted using a marketing cloud that sends personalised messages via SMS, emails, push notifications on the brand app. He noted that these decisions are taken on the back of strong data analytics and business experience. 

Srivastava was speaking about driving marketing in a data-first world and shared in detail how Maruti Suzuki is ustilisng first-party data to enhance customer experience. 

He highlighted, “Organisations need to make data-driven decision a norm and create a culture that encourages critical thinking  & curiosity. Incorporating data in the decision-making cycle will definitely lead to better decisions. An organisation realises the full value of data only when every professional is empowered to make decisions on the back of data.”

At Maruti Suzuki, he stated, social listening tools, single-view of customer, and advanced customer-data platforms are some of the key aspects that support the data-first decision making processes. 

Srivasatava said, “We understand that data-driven marketing is a very important aspect to improve revenues for auto retailers. At Maruti Suzuki, we have observed that customers follow a phygital buying process – experiencing both physical interaction at the dealerships and also interacting with our digital touchpoints – this brings in a huge opportunity. We not only know a lot more about our customers but can also offer them a personalised experience using analytical tools and new technology solutions.”

He further expanded that Maruti Suzuki has been able to establish a data-first ecosystem that encompasses data from customers, across all interaction points and allows flexibility to read through customer buying patterns. This in turn helps in upselling, cross selling, and elevating customer experience. 

While the company has already made big strides in the direction of using data to aid business growth, Srivastava says it is only the beginning. “We have reached a certain level of maturity on this data-driven journey but we will continue to progress as we get more and more data on customer interactions, feedback, and performances of our campaigns. The end-goal, of course, will always be to give what the customers require. And today, we feel more empowered and secure to build a robust and futuristic ecosystem that will ensure that we continue to serve customers a step ahead.”

Therefore, the company is working on developing several capabilities like upgrading the Suzuki Connect app with advanced safety features including ‘drowsiness detection’, have customer mood sensors at retail outlets, and improve on data-driven marketing capabilities. 

For the latter, the way ahead will include tying up with first-party data providers, walled gardens like Facebook and utilising publisher alliances, which according to Srivastava, could turn into a big trend in India soon. Customer consent management and mechanisms to scale up data as per regulation are also on the Maruti Suzuki radar of things to build a future-ready business in a cookie-less and GDPR-compliant digital environment. Lastly, the company is working on building a fingerprinting probabilistic model using metadata for better targeting and enhancing customer experience. 

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