Multiple data, evolving complexities, will force marketing community to start setting relevant KPIs and building a practice to measure them. From a world of brand track to pre-post analysis, the fraternity needs to move towards understanding and measuring what matters. Simpler solutions are a necessity today to delve deep into newer mediums and consumer complexity. Understanding this, Maxus continues to invest in tools and techniques that analyse and distill data for smarter decision-making – commonly known within Maxus as SMART DATA. Smart Data involves data mining, data visualization and data stories. Our focus is to build stories on brand and medium basis their role and relevance. Out of these many stories we tested and built upon, we are proud to share that 3 of them were shortlisted for Asia Marketing Effectiveness Awards APAC 2014 held in Singapore.

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