Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Nissan Joseph
Managing Director
Crocs India
On tracking customer sentiments and tweaking their market offerings accordingly..
We track sales very closely and this is what we call final sales. So when a consumer actually buys a product be it through an e-commerce site or a physical store, we are keen to find out as much as we can as the customer. As we know that e-commerce offers such information more readily than a brick and motar operation but it’s not that hard to distinguish. We try to build psycho-graphics from what we are seeing in the data, so how does a customer in northern India compared to a customer in southern India, also the festivals in the country so how do we tailor our promotions accordingly. So data mining becomes challenging from the stand point that two customers may buy the same product but for two different reasons totally. We take all the data from the data that we get and run a huge analysis process internally and then discuss on how we would do better on our assortments, price points and color strategies to make sure that we are providing what consumers want in that geography more accurately and appropriately in a timely manner. This becomes a big task to be able to mine through lots of data because you would also want to pay attention to the outliers as sometimes these outliers do give you a trend information that if you don’t pick up on quickly you might not get to that trend.
“We take all the data from the data that we get and run a huge analysis process internally and then discuss on how we would do better on our assortments, price points and color strategies to make sure that we are providing what consumers want in that geography more accurately and appropriately in a timely manner.”
