Data offers challenges and opportunities: Aditya Birla

Anil Thakraney

Data scientists could overtake brand managers in India’s new era of marketing, according to a senior executive at Indian mega-conglomerate, Aditya Birla.

D Shivakumar, group executive president of corporate strategy & business development at Aditya Birla Group, believes that marketing organisations need to rethink and restructure their operations in order to face the challenges posed by the mobile technology boom in India. In particular, data-driven marketing will force brands to reconsider how their marketing efforts are structured.

Shivakumar has been with the Aditya Birla Group since January 2018. The Aditya Birla Group is a $44.3bn corporation, a fortune 500 company with interests in telecom, cement, yarn, insurance, apparel and more.

Data explosion

Shivakumar believes that data is the new oil...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands