Navigating With A Broken Compass – Dheeraj Sinha

ET Brand Equity_Dheeraj Sinha

“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.

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