Tribes Communication launches martech venture- The Tech Company
The Tech Company will be headed by Praveen Rao and will develop several IP platforms to bridge offline customer experience with the digital and online world
Published - 10-April-2019
In order to enhance the technology offering to its clients, Tribes Communication, one of the fastest growing marketing service companies in India has launched their Marketing Technology venture- The Tech Company.
The Tech Company will develop several IP platforms to bridge offline customer experience with the digital and online world. Tribes apart from being an independent agency further has a JV with DDB Mudra in which it is the majority stakeholder. The JV operates under two brands namely “Ignitemudra” & “The Max”.
Praveen Rao will head The Tech Company. He comes with more than two decades of diverse experience in integrated marketing, campaign management, and sales. He has worked with brands like D&B, Microsoft and The Times of India Group and has created multi-million-dollar marketing services business from scratch during his nine years stint with Arvato Bertelsmann.
Commenting on the development, Gour Gupta, Managing Director, Tribes Communication said, ”I am extremely delighted to share that Tribes as a combined entity has a top line in excess of USD 50 Million and we are getting future ready. Today the return on experience i.e ROX is the new ROI, and the industry needs it. Our foray with 'The Tech Company' is intuitive, timely and much needed. In Praveen, we have an extremely capable and competent leader who will integrate MarTech across all Tribes companies and units. I wish him all the best."
‘With over a decade and a half being spent in the data-driven marketing world, I am excited to steer this venture that will resolve the last mile digital connects for all the offline customer touch points on a real-time basis’, added Praveen Rao.
Why is ROX relevant and contextual?
Traditional return on investment (ROI) metrics are no longer sufficient on their own to determine any brand's success. Evaluating whether your value proposition, capabilities, and portfolio of products and services will create shareholder value requires laser focus on how well you’re meeting higher expectations around the customer experience. Organizations need to map consumers’ purchase journey, isolate the touch points and factors that drive experience, and then invest more in the parts of the company that will move the needle on those interactions and yield measurable results — or return on experience (ROX). ROX also needs to address whether the company is driving the behaviours in the organization that are key to designing and delivering better online and physical experiences.
Bridging the offline-online realities
Brands deploy multiple offline customer experience campaigns using on-ground activation, retail conversations, and field sales interactions, but with limited impact and unclear ROI. The Tech Company’s platforms will port contextual and intuitive customer information gathered through offline campaigns, on a real time basis to the brand’s ad platforms and digital front-ends, enabling actionable insights for the brands. Tribes as a combined entity has a portfolio of Blue Chip clients such as Puma, ITC, Nokia, Wonder Cement, Nissan, HMSI, Nerolac, Google, Facebook, Western Union, One Plus, Marico, Exxon Mobil, etc to name a few.
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