DigiVerse aims to ease data collation process for C-suite executives and marketing managers: Vinay Tamboli of LS Digital

To minimise the time spent on organising and communication in multi-agency structures, LS Digital has launched end-to-end SaaS platform - DigiVerse.

The platform will allow businesses to plan, execute and track campaigns with greater efficiency as it enables partner communication at lower costs and increased ROI.  

Speaking to BestMediaInfo.com on the launch of DigiVerse, Vinay Tamboli, SVP- Products, Analytics and Consulting, LS Digital, pointed out that large brands with multiple business units and products often struggle in coordinating with multiple agencies and collating data from multiple sources which leads to time wastage and lost revenue.

He also went on to add that it is observed that on an average, digital marketing managers spend 80% of their time in organising and collating data sets and communicating in multi-agency structures.

“These issues can be resolved by DigiVerse as it brings all data into one central location and makes it easy for C-suite executives and marketing managers to access the information they need to make strategic decisions,” he emphasised.

Commenting on what primary insights led to the conceptualisation and launch of the DigiVerse, Tamboli stated that if one looks at the evolution of data collation from a physical storage form to a digitised version on cloud services, it is quite evident that things become very chaotic in a multi-agency setup or a multi-product brand.

“Most of the time, businesses send out reports through excel sheets making the coordination of operations management in digital marketing setups becomes very chaotic. Also, when large businesses want to have a consolidated view of their cumulative digital marketing initiatives, the accumulation of the various Excel sheets actually takes a couple of weeks at the minimum to give a view to the CXOs. Hence, we thought of coming up with DigiVerse which has the potential to address this inefficiency in the operations management,” he said.

Furthermore, Tamboli also said that they went ahead with the nomenclature ‘DigiVerse’ because digital marketing is at the core of LS Digital.

Furthermore, he also went on to point out that the cloud-based offering is designed with the insights gained from serving over 500 clients in different verticals for the purpose of making digital marketing operations management more efficient.

“It can be set up on AWS, Google Cloud  Platform and Microsoft Azure with the added flexibility to integrate with various online platforms  including in-house Lead Management Systems (LMS) and Customer Relationship Management (CRM) systems,” he added.

Tamboli stated that the SaaS platform offers data visualisation and process, advanced data analytics to track and optimise campaigns, real-time performance tracking and reporting along with end-to-end user journey tracking with backend data triangulation which helps businesses make informed decisions. He added that it is a centralised platform to manage all digital marketing efforts as well as integration and report automations with marketing and analytics tools.

Furthermore, Tamboli also stated that once the scattered data in various emails and excel sheets is collated into one data lake for all the marketing initiatives, one can also apply AI-ML on the SaaS platform for predictive analysis.

He shared that DigiVerse, as of now, is mainly for brands as they are the main sufferers of the issue that the platform aims to solve, but at the same time, the agencies can also make use of the platform.

“The USP of DigiVerse for the brands is that the platform shrinks the entire decision-making process in a way which typically takes CMOs weeks to arrive upon. The other benefit is that the communication processes like who has approved and when they have approved, project and task management, amongst others are set on the platform, so the efforts on coordination are reduced which allows C-suite execs to focus more on the strategy part,” he said.

Tamboli stated that because most of the times agencies are hard pressed on the margin side, so the better their processes are, the better would be the benefits.

He revealed that DigiVerse is currently available in two versions- Premium and Lite and the prices are in accordance with the features available on the platform.

“The premium version of DigiVerse as of now is only available to our existing customers as a benefit for the association and has features like multi-partner management, user management, etc. Also, when we come up with the predictive analysis, which is currently in the making, it’ll be available on the premium version only,” he said.

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