Pitch CMO Summit: ZEEL's Prathyusha Agarwal on how to personalise & customise data
Agarwal, CMO, ZEEL informs how there is a data overload and how to use the data to give a better consumer experience to the viewers
Published - 08-March-2019
The 11th edition of Pitch CMO Summit was held yesterday where big industry leaders shared their opinions driving individualization in the data-driven era. Prathyusha Agarwal, CMO, ZEEL spoke about brand love in tech times. She emphasised on how to read the data and read it right. Agarwal also asserted that how someone interprets and personalizes a data is what affects the outcome at the end.
“We have been talking a lot about the power of data and what you could we do with data. I really appreciate the power of that. What can you do with the power of brand love. Using data to personalize and customise,” Agarwal explains. Taking an example of the afternoon movie programming on Zee, she explained, “A lot of analysis told us that afternoon is surprisingly of a higher slot. Then there is weekend where your time spent per session increases a lot. All of this was data. Now how do you take all that data and make something which consumers love. What Bollywood buffs thrive on? Dialogue baazi and songs! You take that data and understand it and personalise it."
Agarwal further added, “With that context, I will tell you a story of Zee’s love affair with data. Our consumers have come a long way. In the 80s, the entire nation lined up to watch Ramayan while in 2000s families huddled together to watch a talent show or KBC. Now you have an average person watching 5 genres and 50 channels per month. We have multiple genres, languages and TVs that we cater to with a whole bunch of channels. What that means in there is a data hosepipe and information overload.”
She also revealed how Zee looks at data from different culture and values. “What we found is tribes make a huge difference in personalizing. Tribes connected by passion, culture, values, and how you interact with them. We in at Zee look at India as many Bharats and every Bharat has a story. How to get that out of data insights? We have consumers on TV we have consumers on OTT…so how do I utilise a data of such nature. There has been a shift in the way marketeers approach from winning across India to winning many markets. The moment you say Bharat it goes to Tamil market, Telugu market, and Maharashtra versus winning in those cultures. I will give you an example of Maharashtra market. In GEC, the language content in 40 hours and times spent is 88 minutes, Tamil Nadu, original hours in 100 hours and the time spent is more than 300 hours. So what do you do? You make more language content. The difference is about taking that behavioural understanding and then find out what the culture there really want.,” she explained.
Agarwal reveals that the most obvious thing is to make them dress a certain way, let them do the rituals be it a Punjabi wedding to a UP wedding to a Rajasthan wedding. There is a superficial level of getting to personalising. How does Zee do it? “For Zee, it’s the underdog story. There will be a poor little girl and her journey to heroic victory is something that works in this country generally identifies it. If we see data and performances, this is an absolute thing that works. When we do it for a Bengal market or a Tamil market or a Kannada market, how do I do it differently? In the Bengal market the aspiration is football, in Tamil Nadu she is a Kabaddi player and very different as a person while in Kannada market, we love Rahul Dravid but that’s not what gets consumed in that part. She has just come for education and hence personalizing data for their aspirations and their realities and contextual settings in how we look at interpreting the data,” explains Agarwal.
Agarwal also spoke about the oft asked question, Is TV going to die due to the rise and rise of digital content. “Here comes another shift where people keep asking is TV going to die. Will digital take over TV? What we say is for the 200- 170 minutes of TV consumption that has been going for years there is 50 minutes of digital consumption gotten added to it which is going to increase…so it is a TV and digital world. So instead of taking this data versus the other data, what is extremely valuable is marrying both its behaviour. So we see a serial is going very well on TV and same serial on OTT platform. They are watching it repeatedly, watching it on break time, all of that is getting filled with extra consumption of things that you love.” She further added here that TV and digital will co-exist. “TV and digital is co-existing and nobody is going anywhere. 600 million screen hours will be added and how are you going to win those 600 million screen hours. Put them together and you discover much larger trend in behavior and analytics.”
Pointing out yet another big shift in brand building and communications, Agarwal reveals it has always been one-way street but things are changing. “Now the power is shifting to the audience and then towards having a multi-way conversations. When you live it to people, the brand lives on,” Agarwal signs off!