The Dainik Bhaskar (DB) Group has introduced a new initiative called DB Assist, which is a compilation of useful data from various sources such as IRS (Indian Readership Survey) and Indicus Analytics. This has been done in a way so as to serve as a handy guide for the marketing and media fraternity.
The media company has been working on the idea of a one stop data reference source for the last six months, the reason being the changing media landscape, which now involves complex media planning and buying transactions.
There is a need to equip the sales teams to understand the peculiarities of markets in terms of their affluence levels, consumption habits and media exposure, which would help them deal better with the media and marketing fraternity. The company hopes that DB Assist will also be able to unveil the nuances of markets, besides being a provider of data for presentations and pitches.
Before coming up with the final version of the data, DB gauged the response from the industry. "Almost every senior planner with whom we shared the beta version was impressed with the potential of a single window source for such varied information," says Peter Suresh, senior general manager, Dainik Bhaskar Group.
He says that DB Assist maybe the answer to the three disparate challenges that exist for any marketer or media planner today. It is easy to use and its practical utility is the biggest advantage. DB Assist presents cases with empirical evidence of an emerging India beyond metros. DB Assist also brings alive media metrics for young professionals, who are known to posses neither time not inclination to dig deeper for information.
DB has sought the requisite formal permissions from the owners of all the data sources that it has used. Sanjeev Kotnala, vice-president, Dainik Bhaskar Group, says, "This initiative is completely non-commercial and neutral to the industry. In fact, DB Assist serves as a good promotional platform for the sources."
The company hopes that by virtue of its presence across a third of the country's landscape, it can present ROI opportunities in consumer collations beyond metros. "The data is rich, spread across 63 market indices and more than 40 economic indices across India. There is state-specific information, including infrastructure, state GDP, tourism and festivals, in addition to relevant media interface data," Kotnala adds.
The group plans to make this a quarterly affair and going forward, plans to add some more elements, too.