In 2023, Interactive Avenues experienced transformative growth, with our focus centred on establishing a world-class integrated data hub. This initiative propelled us forward by aggregating vast amounts of information across various business functions, including consumer data, social listening data, and client campaign data. Through meticulous analysis using advanced tools and ML algorithms, the data became the guiding force for intelligent decision-making, resulting in a holistic, 360-degree approach that dismantled silos and elevated conversion rates.
Our major growth drivers also included innovative tools and frameworks introduced to drive client success. The Influencer Power Index (IPI), a culture and data-driven tool, identified the most suitable content creators for campaigns. Carter, a first-of-its-kind e-commerce solution, facilitated efficient inventory management at the pin-code level. The Addressable Content Engine (ACE), a data-driven framework, delivered personalised creatives at scale, further contributing to our growth. We extensively leverage CALIPER, our in-house Hyperlocal Marketing product, fostering experiences (GMB, Microsites) and activations (Media and Creative) at scale.
Looking ahead to 2024, our vision and growth strategy are compelling. We aim to deepen client engagement by moving beyond traditional media buying, understanding clients’ key business priorities, and fostering close partnerships. Automation will be a key focus, allowing our teams to concentrate on strategic and creative tasks, enhancing overall efficiency and satisfaction.
Building on our existing utilisation of AI and ML, we plan to develop and deploy customised AI/ML-powered solutions tailored to the unique needs of each digital craft within our agency. Additionally, our commitment to the evolving advertising ecosystem involves collaboration with industry bodies to formulate guidelines, contributing to the continued evolution of the advertising landscape.
As we step into the upcoming year, these objectives form the pillars of our overarching business strategy and growth plans.
(The author is CEO, Interactive Avenues, the digital arm of IPG Mediabrands India.)
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