Brandintellé as a platform is a one-go solution to everything
Biswajit Das, CEO, Brandintellé Services Pvt Ltd elaborates how hyper process automation helps organise massive data of all marketing functions on a single platform.
People in most organisations operate in silos and are reluctant to share information. How do you address this issue?
We identify all the pain points faced by marketing teams across offices and bring all into our Brandintellé process automation application so that all transaction data is 'funnelled' into a Marketing Database. This ensures that marketing data is captured across all offices and budgets. A good example is our common Marketing Approval module which is available across multiple screens, PC, laptop, tablet, iPhone, Android and Windows phones. This ensures that all transaction data is captured in a central database.
Even when information is shared, how do you ensure it is made use of effectively?
The best approach for this is to make relevant (summary) reports available while making decisions. Incidentally, we are in the process of launching Dataintellé – our persistent Data Analytics platform for Marketing Analytics. With Dataintellé, we will help our clients run marketing analytics using data from multiple sources including Brandintellé. (Data could include marketing activities, sales, online data, viewership data, retail audit data, census data, etc.) The analytics are converted in 'metrics' which can then be made available within the marketing process automation software. This will help decision makers to make the right decisions, which will in turn reduce the need for marketing course corrections.
Suppose a CMO is on a business trip and needs to approve a large TV plan for a brand. What if he gets a pop up on his mobile phone with the plan summary and meaningful insights? This real-time availability of information can enable them to take necessary action at the right time. This will help in swift course correction of a campaign saving extra efforts and getting a better RoI for money invested in any marketing activity.
What exactly is ‘hyper process automation’ and how does it work?
By 'hyper process automation' we mean that all processes related to marketing investments and activities are included in our process automation. Critical processes are implemented in a flexible manner to encourage and ensure user adoption. Brandintellé as a platform is a one-go solution to everything: documents, approvals, pending tasks, budget restrictions, generation POs, raising issues and insightful analytics.
For example, auditors need not request marketing managers for data to conduct ongoing audits. Brandintellé provides auditors with a separate login to confirm compliance and transparency in complex transactions of marketing.
What happens with organisations that are already using some enterprise software – how does the Brandintellé platform work?
Since one of the objectives of Brandintellé process automation software is to dissolve the data-chasm across sales, finance and marketing, it integrates easily with multiple enterprise software like SAP. Brandintellé is an open-ended system, which is integrated with secure APIs. It is possible to add 3rd party modules to enhance the experience of marketing teams. This is apart from the new features which are constantly rolled out by the team.
How is the safety of the data and storage taken care of, especially in large, multi-national companies?
Data is stored in the AWS, Google or Azure cloud, which ensures maximum data security.
Is this solution available for companies across the spectrum – say manufacturing?
Brandintellé is designed to dissolve the data chasm between marketing, finance and sales. Combined with Dataintellé, our clients will be able to enjoy the double benefits of process automation as well as marketing analytics. And loop back the insights into the process automation software in real time. Currently, our prime focus are automobile industries, FMCG, telecom industries, BFSI and retail.
Brandintellé – Democratising IT in Marketing
“In today’s digital world, Marketing Departments have lesser margin for course correction. They need to get it right the first time.”
-Biswajit Das, CEO, Brandintellé Services Pvt Ltd
Brandintellé started off as a service for extreme automation of large Marketing Departments in 2015 by Mediaware Infotech Pvt Ltd (Mediaware), a decision-engineering company providing real-time data and analytics. Launched in 2016, and after successfully achieving and delivering automation to marketing departments of large corporations, Mediaware realised that there was a crying need for persistent marketing analytics.
That’s when Brandintellé Services Pvt Ltd (BSPL) was formed – with the sole objective of democratising IT in marketing. It started by building Dataintellé Services – Mediaware’s big data enabled marketing analytics platform. And today, the company is working on feeding back insights in real time into its process automation system (Brandintellé). What sets BSPL apart from other brand solutions companies is their approach as a Marketing Department Platform.
By virtue of its links to Mediaware, BSPL has access to the following live databases:
• Indian Geographical Database
• Indian Census Data
• Indian Print Media List
• Indian TV & Radio Channels List
• Indian Cinema Theatre & Multiplex List
• Indian Media Vendors List, and
• Indian Non-media (BTL) Vendors List.
BSPL also onboards other 3rd party applications which are useful for Marketing Departments with a plan for deep integration. With all this, BSPL offers a solutions platform for Marketing Depts. Biswajit Das, CEO, BSPL shares that there are 3 pillars to their solutions:
- The first pillar is Brandintellé - a software which is based on Extreme Process Automation of all marketing activities across the enterprise. This is the first step in digitisation of marketing departments, which results in transparency and its attendant cost efficiencies, while providing finely sliced & diced marketing investments data – which is viewable as dynamic dashboards.
- The second pillar is Dataintellé – a persistent data analytics on a big-data enabled infrastructure with Statistical Machine Learning & Artificial Intelligence to integrate real-time intelligence – for speedy course corrections.
- The third pillar is the real-time looping back of deep insights into the process automation software. BSPL plans to implement this so that course corrections can be minimised.
This business intelligence provides an overview of campaigns in real-time which enables quick and precise decision-making, aids better allocation of resources and guides the need of a course correction which in turn results in huge savings of resources, time and efforts.
Under the leadership of Biswajit Das, the company has diversified its product offerings from only marketing, advertising and media industry to companies across sectors. With over 30 years of experience, Mr Das has deployed technology-based software solutions to automate workflow for 1000 plus entities in the marketing and advertising industry. He has a deep understanding of individual processes, revenue models and workflow of different segments along with diversification through organic and inorganic approach in the industry.
Sridhar Ramasubramanian joined BSPL as Strategic Advisor in 2018. His previous stint was with Group M as COO Asia Pacific. He emphasises on the lack of availability of integrated data on marketing investments, across the market and points out that Brandintellé process automation ensures this.
Robin Das is Product Group Head, BSPL. His previous stint was with Accenture India in their Data Division. His prime focus is how ‘micro services’ architecture makes it efficient to deploy and consume BSPL services.