0101 is a Tech-based consulting company headquartered in Mumbai that enables superior ROI-driven conversion across all internal data streams viz. MarTech, Performance, Social, Call center, marketplace & affiliates, etc. It has specialized teams for each of these data streams with rich experience and knowledge of tools and analytics to drive desired outcomes.
0101, helps organizations create and organize their MarTech stack to create an environment that drives data-based and outcome-driven marketing strategy. Their team comes with marketing strategy prowess, profound knowledge of marketing automation tools, rich experience in stack implementation, and most importantly converting data to drive actionable and measurable marketing goals.
Their promise is to turn the company’s marketing operations into a revenue powerhouse. They work with brands’ internal teams and agencies to drive data-based marketing programs. And take ownership of outcomes.
Ajay Verma, Managing Partner, 0101.today, Mihir Mehta, Managing Partner, 0101.today, Jayraj Jadhav, Managing Partner, 0101.today & Shivi Verma, Director, Growth, 0101.today speak exclusively to MediaNews4U on the launch of 0101.today
What made you incept 0101.today? You talk about enabling superior ROI across all internal data streams, can you elaborate on this?
Ajay Verma, Managing Partner, 0101.today: There are only 2 types of KPIs, one that’s defined as ‘Road to conversion’ and the second ‘Conversion’. Filling a form, asking for a callback, or App download is different from making a purchase. Lack of this understanding is leading to agencies or companies’ getting away by providing leadership at a price, the true test of digital marketing is delivering conversion, a transaction. No one seems to be taking an onus of this. With the talent, technology, and deeper understanding of different data streams we at 0101 want to design actionable strategies and be responsible for outcomes.
The conversion must not be looked at from a single channel perspective but holistically, from across all internal data streams – Direct (digital assets), social, performance, Call center, Martech stacks, marketplaces etc. with the promise of efficient customer conversion. We use tech and behavioral insights to cross leverage these data streams to achieve conversion.
How different are you from the existing digital marketing solutions companies which are already there? USP?
Mihir Mehta, Managing Partner, 0101.today: Our differentiation is our approach. Firstly, we believe data is the center of everything. For strategy, solution, for growth at scale. Any solution or strategy without data is useless. Secondly, we identify how we can solve business problems with simple customizable solutions. I have often seen the growth of brands being stuck because of limitations in terms of targeting, tracking or attribution. Also, there is nobody taking ownership to address these gaps. We want to identify these gaps combine real-world and digital data and apply analytics, create insights and use it to enable conversions and growth. Our USP is that we embrace business metrics and not marketing metrics. And most importantly we take responsibility for outcomes and link our remuneration to that – I have yet to see an Indian digital marketing company do this.
Organizations create and organize their MarTech stack to create an environment that drives data-based and outcome-driven marketing strategy? Your thoughts…
Jayraj Jadhav, Managing Partner, 0101.today: Last decade, as Digital Marketing and Customer adoption of digital touchpoints became core to business brands started investing in Tech and Analytics. We have seen this journey happen in 2 stages: ‘Create – Tech implementation’ and ‘Organise -Tech orchestration’. While CMOs anchored early adoption this was not limited to marketing but ran across Sales, Operations, and Customer service. So, phase one saw the implementation of tech mostly as projects to address certain business needs like improving customer engagement, automation of certain processes, and bringing customer data together. Also, since this was in silos and based on need most companies invested in best of breed or suitable for need basis. Like choosing best CRM, Best email platform etcNow we have entered in the stage where most of these brands are looking at the outcome on the overall impact on business. This is where these entire varied tech needs to work as one unit but the most important part here is customer data works like bearing which will make this machine work efficiently. This is where we come in, we start with an audit and then make sure all tools are integrated to give one common and robust understanding of the customer – This becomes the bedrock for an outcome-driven marketing strategy.
Why do you think the MarTech tool needs to grow?
Jayraj Jadhav, Managing Partner, 0101.today: On one side we have complexities of Media Tech, Communication format, Data regulations, and other side customer’s tech adoption, devices dependency, expectations from brands. Since the ecosystem is evolving and becoming complex, we see exponential growth in MarTech tools. This is because there are new areas evolving like data governance or content orchestration etc so there are many specific tools that are coming into the market. We see this space will continue growing like this. But today the question is not if brands and CMOs want to invest in MarTech but the real question would be how they can use it effectively. So, it’s not really about growth but more about efficiency. CMOs/ marketers have to deliver the output and also do it on the scale. This is where MarTech’s efficiency and utilization are going to be critical. Especially when average utilization of MarTech platforms is less than 25-30%.
Today Thanks to the growth in digital, are you seeing more and more brands moving towards digital?
Mihir Mehta, Managing Partner, 0101.today: Definitely there is a huge uptake in digital adoption. Covid made so many brands come on digital and also made brands to pace up their digital transformation process. The Edutech industry has changed drastically in the last 1.5 years. Now you see almost all educators, coaching classes, schools, colleges, and individual teachers coming online and teaching. Doctors giving online consultations, elderly people shopping online, consumers paying for watching content online and even high-end jewellery shopping happening through online channels. All this might have been a forceful change, but has made brands realize the power of being online. So yes, in coming years we will see more brands and individuals moving to digital and also an increase in marketplaces across categories.
Data is the new buzzword; how will you marry data metrics to enable brands to build?
Ajay Verma, Managing Partner, 0101.today: Data is not a buzzword anymore; it’s a reality of today’s marketing strategy and operation. If in early 2010 a company said that they are not a digital brand they would certainly be struggling today, similarly, if a company does not believe in data today, it will cease to exist in the coming decade. Data is the most essential ingredient for managing customer journeys and experiences – A key for any business in today’s business environment.
There are broadly 3 thumb rules for brands to use data to build brands –
- Focus on key business metrics and avoid vanity ones.
- Make sure there is a single data source and the same key metrics across the company, so all efforts are focused on the same metrics.
- Focus on actionable insight from data rather than all of the data.
In the MarTech space what are the trends, you are seeing in India and Globally?
Shivi Verma, Director, Growth, 0101.today: The pandemic saw organizations making a beeline for marketing stacks, given that they faced a do or die situation and most brands are still in a similar boat today. We work with brands like DRF and others in the US and we see a lot of similarities. Organizations are understanding the power of first-party data and hence are not just deploying powerful martech stacks but also unifying all their data sources to generate one view – that allows them to use the same data across all their marketing initiatives.
Globally we will see a superior integration of both AdTech and MarTech and the results are as expected – Higher conversion and Growth
The biggest problem that we see in India is that companies deploy Martech in bits and pieces and hence the tools don’t talk to each other – hampering both the customer experience and conversion.
