Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Amitabh Tapadar
Vice President and CMO
Tata AIA Life
(India)
On Big Data, Mobile and Social and how is it being used by Britannia?
We at TATA AIA use a lot of analytics among our existing customer base to find opportunities for them to engage in repeat purchases of our products. Whenever somebody signs up for a life insurance policy with our company, they have to share a lot of information with us, we are given a lot of information about the customer’s financials, lifestyle so it allows us to do a lot of slice and dice, analytics upon what sort of an alternative product or an extra product might be suitable for the customer according to the income bracket or the demographics and that helps us in really targeting our future products towards these customers.
“We do a lot of slicing and dicing on the richness of data that comes in as a lead. We also do analytics on the leads that come in which help us target and position the right product to the right customer.”
As a matter of business, we also acquire a lot of leads through various marketing interventions that we are involved in and depending on the nature of the source from which the lead comes from, we do a lot of slicing and dicing on the richness of data that comes in as a lead. We also do analytics on the leads that come in which help us target and position the right product to the right customer.
