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Looking at getting best solutions for clients through partnerships or creating solutions: 0101.today top brass

In an interaction with BestMediaInfo.com, the leadership team of the recently launched company speaks about their inspiration and idea, their goals and where digital marketing is headed

0101.today is India’s first tech-based data conversion company that specialises in the deep understanding of behavioural data that transforms brand conversion across all their internal data streams.

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The company has been launched by Ajay Verma, Co-Founder of Enormous Brands, along with Jayraj Jadhav, who was the E-Business Head of Marsh India and Head of Marketing and E-Business Sales at Tata AIG, and Mihir Mehta, former Head, Media and Programmatic at iProspect.

In an interaction with BestMediaInfo.com on the back of the launch, the team says they are not an agency but a tech-based consulting company that enables a superior ROI-driven conversion across different internal data streams such as MarTech, performance, social, call centre, etc. 

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“We are not an agency. The problem we are trying to solve at 0101.today is that a lot of people have moved to the entire e-business space. In this entire transition to a virtual setup, data is becoming far more important. In countries abroad and even in India, most people are getting the kind of tools to get the data, which is the first step to get data into the company. But nobody is actually being able to use the tools or the data that comes to them in an appropriate fashion. The big task we have is how to use technology and data for marketing solutions, and create frameworks that give you proper results and be accountable for those,” explained Verma.

According to Mehta, a lot of agencies today have expertise in each and every segment such as performics, creative, MarTech, etc. However, there is no one to stitch those together.

Jadhav said brands have already started to evolve to some extent and have digital marketing and e-commerce divided for them. “These are the clients we want to work with; we want to call them at the maturity scale of AI. These companies have already started work on it and probably invested in certain marketing and advertising technologies. But they're not being able to really leverage that because of the fragmentation. That is where we come into the picture.”

At present, they are a team of 20 and are operating out of WeWork spaces across Delhi and Mumbai. They are looking forward to hiring people with great analytical skills and people who can integrate different tools together. “We are also looking at people for marketing operations. We are not an agency. We work with clients to create strategies on the basis of data, and then be responsible for results. These are three sets of guys that we would be hiring,” explained Verma.

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0101.today is presently working with clients such as Reliance General Insurance and helping them not just getting the entire data together but assisting them to do the analytics and look at how to derive strategies. They are helping Baggit to get into the digital space. They are also helping a diamond supplier who wants to launch a B2C space and doing the digital transformation for them.

“If you look at data coming from Google and Facebook, over a period of time, it becomes very expensive for brands. In this environment, it becomes extremely important to show companies hope to collect first-party data. The first-party data is basically the data, which is of your customer and resides with you. So once you are the owner of that data, it becomes very easy for you to understand exactly what they're doing, track what they're doing, interact with us and how they take it on the road to conversion. For most clients with whom we are working, the first task is how to get the first-party data into the system,” said Verma.

“If you own your customer’s data, you cannot have any better data to work with on the basis of that. That is something we are helping customers to do,” he added.

Asked how they are equipping themselves in an environment without cookies, Mehta said cookie data was probabilistic data. “However, we are moving towards deterministic data points where we will actually know that a person has transacted on certain platforms.”

He explained how there is a problem with real-estate and insurance companies right now, where a lot of cold calling still takes place. “You have to figure out how to stop if a person has said no to the property or insurance or how to create new solutions for the person.”

They spoke about their goals and how they are looking at digital transformation for businesses and getting the best-in-class solutions for clients. “We are not a MarTech tool company; after understanding your environment, our entire focus is putting together the best tools from the world for you and for the customer, so that we get the right kind of data in and we start optimising it for a better solution. There is a huge opportunity here because India is on the cusp of becoming a far more mature digital marketing country,” Verma added.

Jadhav said they would like to help CMOs who have invested in tech but are looking at how to bifurcate ROI happening on those technologies.

Info@BestMediaInfo.com

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