Data enables relevance and context, says Mindshare's MA Parthasarathy

A wonderful piece of content may draw attention. But without the right backing of data, it may not result in actually moving the needle on brand equity or business results

Storytelling doesn’t have a leg to stand on in the absence of insight, Parthasarathy tells Alokananda Chakraborty

With media fragmentation, people are getting bombarded with content and advertisements from all possible corners. In such a competitive space, what is the right way to get your target audience's eyeballs on your content?
 

The key elements of the strategy to get eyeballs are relevance and receptivity. It is critical to understand the consumers in a sharper manner than ever before. What are they consuming, when and why. Today there is a plethora of data available from various sources that gives us these insights