Navigating With A Broken Compass – Dheeraj SinhaDecember 17th, 2014
“Without a healthy data culture, we make big decisions on shaky grounds. We are committing crores of media monies based on data from a few people-metres. In fact, this meagre data is dictating most of our television content and storylines. There are so many categories, for which even basic data such as penetration, market size and market share is not available.” – Dheeraj Sinha
Dheeraj Sinha, our Chief Strategy Officer for Grey Group South & Southeast Asia, shares with The Economic Times’ Brand Equity about what good is big data without reliable data to work with.
Click on the image to read the full feature by Dheeraj.