KiE Square with its data and predictive analysis expertise has been helping organizations in business growth and strategic planning by filling key techno-functional gaps and providing best-in-class analytics solutions. KiE Square has identified Single Source (SiSo) based Outputs as the most reliable mechanism of marketing effectiveness measurement, especially in Traditional Media like Television and other marketing exposure, where a majority of the players still rely on Television Ratings (TRP) alone and much-delayed TV commercial rating by agencies
The market penetration of SiSo in India is currently hovering below 5% and KiE Square being one of the Industry leaders in data analysis forecasts that by 2025, Single Source is going to have more than 80% adoption in the marketing ROI space. KiE Square would strategically work towards the adoption of SiSo among Indian FMCG players and other marketers in partnership with the providers of SiSo data.
The Marketing Return on investment (ROI) calculations with Single system analysis will help everyone from small-scale companies to industry giants. They will be able to take appropriate financial decisions and frame further marketing strategy along with precise predictions of profitability and investment efficiency.
Marketing ROI measurement and marketing spend allocations would be more efficient as the TV and other media Viewership information would get utilized in a more comprehensive way. The marketers would get a broader spectrum of information about the Indian Households and their true projections at the Consumer segment level.
“Single Source (SiSo) can effectively measure the marketing exposure and purchase behavior of individuals and households on TV and other media. Furthermore, SiSo performs well for digital media also owing to its advanced analysis process in real-time. This serves as a unified source of panel data for tracking the TV commercial exposure levels and FMCG product consumption information simultaneously for the same household” says Dr. Kamaljit Anand, the Regional Head (EMEA) for KiE Square.
He further added, “Single Source turns out to be the master tool in Media ROI determination and helps the marketers to channelize and invest correctly across the best possible marketing channels and media.”
The demographic and psychographic information via Household panels will help data analytics experts to fuse this information with consumption as well as viewership data. The accurate predictive analysis will show exactly which particular TV copies are likely to outperform others. KiE Square will help derive the maximum value of household panels which already exist in multiple parts but lack the technology to accumulate data in a SiSo framework and analyze it in real-time to give prompt reports of success or failure of products and marketing activities.
KiE Square plans to buy out large household consumer panels and deploy the tested SiSo Framework of the company on over 12 product categories. This will provide the specialized service to all major players in each of these product categories, which covers fast moving goods, durables as well as Semi-Luxury products.