The platform will enable marketers to maximise their digital spends, reach the right audience with the appropriate message, at the best cost
Sarmistha Neogy | Mumbai | September 11, 2014
Digital Quotient, a data-driven social and mobile marketing firm, has launched arQ - which is a unique audience marketing platform to analyse integrated data from various sources and create real-time, actionable audience marketing intelligence. In today’s world, a user is connected to several devices and receives several marketing messages throughout the day, but the attention span is merely five seconds. The only way to break this clutter is to make custom-content and it is here that arQ will help marketers to create customised digital user experiences.
The marketing intelligence derived from arQ can be integrated across multiple mediums -social, mobile, web and video - thus ensuring maximum impact and highest return on investment. The module was developed over a period of nine months and the best brains of the country, from top institutes like IIT, were roped in to concentrate on data science, machine learning and statistical modelling aspects.
Vinish Kathuria, COO, Digital Quotient, said, “The arQ module is characterised on the basis of the multiple digital footprints you leave at the group level and not individually. The primary reason for this is that we all are very concerned about our privacy and taking out an analysis on an individual level would invade into one’s comfort zone. Plus, it is also a very expensive affair and we are not looking at 100% accuracy, so sometimes it is okay to have a marginal error if it lowers your cost.”
The USP of this product lies in the holistic analysis of a user’s digital journey and transformation of gathered data into real-time, unique audience buckets which help marketers create customised user experiences. With the help of this, marketers can also maximise their digital spends and reach the right audience, with the right message at the best cost, while eliminating all the guesswork and media spill-over of the traditional digital marketing approach which is based on inventory.
The other advantage of arQ is that it collates, combines and analyses strong first party data and audience behaviour data from credible third party sources. It also measures performance across various digital mediums in real time and optimises the digital spread of a brand on the basis of consumer involvement and not from the inventory point of view.
Kathuria added, “The challenges in the digital space are multiple, there is a problem with agencies over-promising and under-delivering and also the willingness to experiment on the client’s side is less. But to be honest, I see more opportunities than obstacles. The arQ platform will offer a reach of 50 million unique monthly users globally, with plans to expand reach in the coming months. The amount of data flow through this system will grow exponentially and more business modules will come into the picture. And finally, customers will start getting relevant information and consumers will have a voice of their own, which will also have an effect on the economic growth of the country.”