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Ad Tech

As Drake once proclaimed “nothing was the same”

Written by Niraj Nagpal on Digilah (Tech Thought Leadership).

While comical it may be to quote a famous rapper/singer, I couldn’t help but think of a relatable way to speak to marketers and their agencies that are living in a form of collective denial.

Starting Jan 4, 2024, nearly 30 million Chrome browsers will block third party cookies, with the rest of the 99% of users to be following this in Q4/Q1 2025. 

This says nothing of the fact that other major browsers including Apple’s Safari and Mozilla Firefox made this very change years ago effectively making 30% of the global internet population untraceable for attribution, reporting, and frequency capping purposes. 

And yet, are marketers really taking this seriously or waiting for a single magic cookie replacement to come along?

My opinion is that marketers that are seriously preparing with their agencies help will end up reaping the rewards of better targeting, improved customer experience and reducing media wastage.

So, knowing what there is to gain, let’s look at a few steps and realities that marketers need to take and consider.

Your 1st party data when assigned to a use case has value. Data for data sake without alignment across teams in your organization to solve for a specific challenge has no value.

Investing in the right type of CDP/data lake infrastructure and working backwards on why you are collecting data, what is its purpose, and what you will do with it will help keep you focused and privacy compliant. 

    • Once your 1st party data is in a hygienic state, begin to work with other parties to augment your customer profiles in a privacy centric approach such as data clean rooms. 
    • Privacy enhanced technologies come in many flavors that preserve trust between parties without data being exposed and, in some providers, not moved at all. 
    • Again, begin with the use case and select your match partners and methodology accordingly. Hit singles and not try for home runs. 

    • Experiment with alternative ID’s now. For example, UID 2.0, LiveRamp Ramp ID, ID5, etc.  15+ different alternative ID’s exist, many which are aiming to be interoperable with each other. 
    • In parallel, invest the time and resources to begin testing the Privacy Sandbox API’s now from Google which will not be a 1:1 replacement for cookies and their functionality, but still pivotal moving forward. 

    • Work with publishers and encourage them to adapt IAB’s seller defined audience as a trusted signal for media activation in addition to contextual targeting solutions. 
    • With buyer support, this technology will only gain support. Otherwise, publishers will continue to lose out in the programmatic value exchange which benefits no one, including your consumers in the long run.  

    • Understand the importance of retail media networks. E.g. Amazon, Tesco, Carousell, Grab, Coles, etc. This new category of inventory and data supply will be a $100B industry in the years to come. 
    • The persistent signal of transactional data/ride sharing will augment the loss of cookie and identity signals. By leaning in today, marketers have the opportunity to perfect their marketing budget mix, ask for unique data sets, and tie back media dollars to sales. 

It’s easy and understandable for marketers and agencies to live in denial that one solution or approach will suddenly manifest.

However, now is the only chance marketers have to control their destiny and mitigate the pain of complete signal loss. 

The harsh reality is that measurement and targeting will be broken, that there will be no one single third party cookie replacement (interoperability is key).

While nothing will be the same, the future has never looked brighter. “Take care.”

Most asked questions

What is a cookie and how it is used in marketing?

What is programmatic advertising?

Most searched queries

Programmatic value exchange

Cookieless future

Cdp

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Fin Tech

Advance fintech solutions with ORIGIEN

origien

Editorial Leadership pickup by Digilah (Tech Thought Leadership).

China Resources Bank has debuted two key components of its Financial Infrastructure Innovation Platform – a financial transaction cloud and a new supply chain finance platform.

It is built on ORIGIEN, the financial-grade digital infrastructure developed by digital transformation specialist GienTech.

Promoting the development of sophisticated home-grown financial technology (fintech) in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA), the new platform enhances the Bank’s operating efficiency, flexibility, and agility, and fosters innovation to support customers.

Established in Zhuhai in 1996, China Resources Bank actively supports the growth of the GBA. 

The Bank signed a strategic partnership agreement with GienTech in December 2022 to advance its technology innovation, build the Financial Infrastructure Innovation Platform, and promote the GBA’s fintech development.

As the digital infrastructure at the heart of China Resources Bank’s Financial Infrastructure Innovation Platform, ORIGIEN enables systematic IT architecture upgrades, large-scale software development, and digital transformation while meeting the high technical standards of the financial sector.

The Financial Infrastructure Innovation Platform will be rolled out in two phases.

Phase one has seen the establishment of the financial transaction cloud, as the technology foundation of the Bank’s digital transformation. 

On this cloud platform, is being built an updated core banking system, a new supply chain finance platform, as well as a new mobile banking platform.

Phase two will be set in motion after the cloud platform’s reliability, security and feasibility have been validated through these core business frameworks, and the rest of the bank’s financial transaction systems will be migrated to the cloud.

There is also underway the readying of a new mobile banking platform, which will be ready for a trial run by the end of 2023.

Ultimately, GienTech and China Resources Bank aim to set an industry benchmark for fintech application innovation and actively promote fintech development in the GBA.

The goal is to empower the digital transformation of the financial sector and other key industries in the region with the comprehensive ‘ORIGIEN + Solution + Service’ business model.”

The successful deployment of China Resources Bank’s financial transaction cloud and supply chain finance platform underscores the stability and security of ORIGIEN as a platform for financial services. 

Source: PR Newswire

Most searched questions

What is Origien?

What is financial infrastructure?

Most searched queries

Origien

Supply chain

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Climate Res

From Wells to Apps: Innovations for rural environmental health in Vietnam

Water

Written by Do Thi Da Khanh on Digilah (Student Tech Research).

About me: 

Hello everyone! My name is Do Thi Da Khanh. As a second-year electrical and electronics engineering student at Nanyang Technological University, Singapore, my roots stretch back to Vietnam, a country known for its natural beauty and rich cultural heritage.

Growing up in a bustling city and spending summers in the rural tranquility of my grandparent’s home, I have witnessed the stark contrast in lifestyle and environmental challenges faced by rural communities. This duality of experience has sparked my interest in addressing critical issues such as water and air quality, which are pivotal for the health and well-being of these communities.

My childhood memories are filled with the simple joys and hardships of rural living. Every summer, I have the chance to venture into the countryside, where I can immerse myself in the serene and peaceful way of life that it offers.

A vivid memory I cherish is when we had to get water from a well. Every day, my cousins and I had to carry buckets of water from the well to use for drinking and washing. We would then leave the buckets in the sun to warm up the water naturally.

One significant challenge we faced was that the water from the well wasn’t always totally clean. Sometimes, it had dirt and other stuff in it, so we had to make it clean by public water filtration in village. 

I also heard stories from our neighbours about these issues, which affected their meals, but it was something they were used to in their everyday lives.

This experience has inspired me to delve deeper into water quality issues. Currently, 90% of population in Vietnam use drilled well water. Even in two major cities, Hanoi and Ho Chi Minh City, people living in suburban areas often rely on drilled well water rather than processed water.

This well water is susceptible to contamination due to various factors and frequently fails to meet necessary biochemical standards, which negatively affect health. 

For instance, water with a low pH level can harm dental health and adversely affect the stomach and digestive system, especially children.

The water problem is critical all around the world. According to World Health Organization, 292 million people with limited services, or an improved water source requiring more than 30 minutes to collect water. 296 million people taking water from unprotected wells and springs.

There are other big concerns including air pollution, especially in the vicinity of the industrial park. Exposure to air pollution leads to the inhalation of harmful particles. 

These pollutants can deeply affect the lungs and cardiovascular system, leading to serious health issues like strokes, heart disease, lung cancer, chronic obstructive pulmonary disease, and various respiratory infections.

According to World Health Organization (WHO), it was estimated that 90% of the population of Vietnam is exposed to polluted air. In addition, air pollution is linked to approximately 60,000 deaths annually.

Therefore, water and air purification devices, along with quality testing equipment, play a significant role. Fortunately, in Vietnam, there are air quality monitoring stations in every province. Additionally, there are filtration stations for drilled well water in each village. Some households also invest in private water purification systems.

Even though in most rural areas of Vietnam, individuals and communities have access to individual or communal water and air purifiers, as well as quality testing devices, a big problem is the lack of concern among rural inhabitants regarding pollution and health risks.

They rarely use quality testing machines and often mingle closely with their natural surroundings. In my family, my cousins regularly drink water directly from rivers without hesitation, which is concerning.

Consequently, I am motivated to find solutions to mitigate these problems.

While I was thinking about these ideas, I came up with a plan to make a special application. This application would do many things to help keep an eye on the water and air. 

It would remind people to track measurements every month and give essential information and alerts about health. It would also help them contact the local authorities if there’s a problem with the water or air.

The design of this application ensures affordability, keeping the costs minimal so that it remains accessible to most households in rural Vietnam’s rural regions. With digital information received from testing stations and private devices, this application can easily integrate other information such as the standard, the reminders, contact information, etc.

A key strength of this approach is to enhance the awareness of countryside residents about pollution and health protection.

Regular monitoring of air and water quality, coupled with reminders about the health risks associated with these issues, will likely lead to increased concern and attention from the community towards environmental health matters.

By narrowing the divide between rural lifestyles and modern technology, we can actively contribute to a healthier and more sustainable future for these beloved rural communities, while also creating subtle shifts in the daily habits of their residents.

Đỗ Thị Dạ Khánh (@da_khanh29) • Instagram photos and videos

https://www.facebook.com/profile.php?id=100081500769014&mibextid=ZbWKwL

References:

Drinking-water (who.int)

https://tuoitre.vn/co-nen-tiep-tuc-dung-nuoc-gieng-khoan-o-khu-vuc-do-thi-hoa-202212032248446.htm

https://tuoitre.vn/hang-ngan-ho-dan-thu-do-phai-dung-nuoc-gieng-khoan-o-nhiem-den-kit-20201210134029183.htm

Most asked questions

How does the quality of air and water affects the health of living beings?

How can we reduce the pollution in air and water?

Most searched queries

WHO

Digital information

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Fin Tech

The Fintech awakening

fintech

Written by Ramma Shivkumaron on Digilah (Tech Thought Leadership).

This is the age of innovations and agility, and when we mention these disciplines, how can the mention of Fintech, unicorns, and entrepreneurs be far behind?

A Fintech is a young company that has developed a unique business idea, aims to make an instant impact, and take over the market.

The Pandemic and Arising Fintech Opportunities

The pandemic drastically pivoted the focus of many entrepreneurs to solving pandemic-driven existing and future problems of the industry. Many Fintech realized the hidden prospects behind the pandemic-related challenges.

How the small businesses across sectors were crippled due to restricting CoVID-safety policies. For example, Gusto, a small-business payroll provider, “has been working around the clock to help small businesses get loans via the Paycheck Protection Program.

Most financial technology innovations have led to a single goal in the banking sector – better service value. How? FinTech innovations have a basic infrastructure of creating value for targeted users.
For example, a mobile payment gateway gives value to online traders. Digital banking provides ease to the value chain of open banking services.

A report by the Economist shows that FinTech is fast making banks more customer-centered in their business model. Banks now have more insight into more information through Big Data and Artificial Intelligence.

Also, FinTech tends to focus on a specific financial process, which opposes traditional banks’ strategy of hooking customers to its entire ecosystem. This method helps them build trust with their customers. In fact, 90% of FinTech believe that customer experience is a priority.

Take Revolut, a FinTech company that focuses on customers’ needs at all levels, grew from 150 thousand customers in 2017 to more than 8 million customers. According to Ron Olivera, Revolut plans to expand its product in the US in 2022 by taking customers from legacy banks.

A payment and service provider, Klarna, is another customer-centric FinTech company disrupting finance with its marketing strategy. They recently launched a “Consumer Council” program for consumers to share their experience of using the product. 

By listening to consumers, FinTech has understood consumers’ wants and needs.

Fintech is a foundational force that will continue to transform the financial landscape over the years. As per the E&Y survey, Asia is the biggest consumer of fintech, and The USA is the biggest producer. 

FinTech’s are mainly built to escape the poverty trap in a society that used to be mostly cash-based. It is to revolutionize money and the credit industry as well.

Some of the trends prevailing globally:

-The latter half of 2023, the market may face challenges, but Fintech are predicted to receive funding and attention.

-Fintech funding, particularly in payment, insurtech, and wealth tech sectors, may increase as the market stabilizes.

-Improved market conditions may also lead to more M&A activity as investors seek out promising opportunities.

Conclusion:

It is important to dream, have the ambition and vision to set the bar high to enter a whole new world of Fintech that will drive strengths, and diversity and intensify the economy of the country.

Most searched questions

How does fintech helps in customer services?

What is the role of big data and artificial intelligence in fintech?

Most searched queries

Paycheck protection program

Insuretech

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Ad Tech

First Party Data is the King

Written by Stafaniya Radzivonik on Digilah (Tech Thought Leadership).

Nowadays we’ve been hearing repeatedly about the upcoming cookieless and ID-less world in the ad tech industry. However, what does it actually mean and how is it going to change our online activities? Let’s get to the roots of it.

User Identification

Any user can be identified, recognized and tracked within an online environment. Third-party cookies (3P cookies), device IDs and sophisticated IDs such as IDFA, AAID, IDFV serve the key role in that mission. They help advertisers to target the right audiences and deliver relevant ads according to user’s preferences and interests. Though, to what extent it’s allowed — under the question mark.

The implementation of CCPA, LGPD, GDPR, TCF v.2 as well as an attempt to unite them under GPP alongside LAT introduced by Apple and Google in 2012 brought to the table the notion of user’s consent where users can opt-in or opt-out and adjust the data shared at any time.   

Cookieless and ID-less world

Following these data privacy restrictions, Apple released a new App Tracking Transparency (ATT) framework in 2021 where fingerprinting is prohibited giving full control to users. In turn, Google announced a deprecation of 3P cookies in Chrome by the end of 2023. Given that, the future of cookies and IDs is a foregone conclusion.

The upcoming cookieless and ID-less world puts marketers in need of exploring ways to run successful campaigns without user IDs as well as challenges ad monetization strategies of publishers. It becomes necessary to adopt a portfolio of alternative approaches and solutions to target and serve relevant ads without clear identifiers.

Options available to advertisers and publishers

Privacy Sandbox Proposal

Topic is rooted in Federated Learning of Cohorts (FLoC) and designed to support interest-based advertising. It facilitates more privacy for consumers on the web by means of analyzing online activity (behavior) of users within the browser without any cookies. It determines up to 350 cohort-based topics per user that could be adjusted as matching or sensitive and stored up to one week.

First-Party Data

Leveraging and storing the first-party data (1P data) collected by the publisher across all applicable devices (websites, apps, smart TVs) within the customer data platform (CDP) unveils the possibility to consolidate all the touch-points with the audience as well as to build a coherent profile of each user required for more targeted campaigns.                                                         

Universal IDs

A universal ID, a single identifier assigned to each user, allows passing anonymized information about that user to the approved partners. There are 1P data-based (LiveRamp, ID5, etc.), proprietary (TTD, Stroer, Criteo, etc.), and industry IDs. Though it’s widely tested, a universal ID requires email addresses of users which collection could be definitely challenging.  

Contextual Advertising

Contextual advertising is based on keywords retrieved from the page content where topic-based targeting grants advertisers control over ad placement as well as ensures brand safety. This is an effective way to show relevant ads without collecting 3P data.

Smaato’s holistic approach

At Smaato(Now part of Verve Group), we’ve been building data cohorts and audiences on the basis of 1P data from in-house gaming studios, 2P data shared by our web, in-app and CTV publishers, and 3P data received from data providers and shaping it by means of advanced targeting options (geo segments and geo-fencing, behavioral, contextual and privacy targeting).

Mostly, it’s been centered around our contextual ad technology. This includes Moments.AI™, which focuses on real-time delivery to the freshest URLs and most relevant content. Our contextual toolbox also contains ATOM (anonymized targeting on mobile), a pioneering privacy-first targeting product based on AI algorithms.

Alongside data and technology, we’ve been actively measuring performance via CPM, CTR, and VCR where personal data is not needed.

Thus, even with our strict adherence to and adoption of all data regulations as well as bracing for cookies and IDs to crumble, we’ve been seeing a high potential to deliver effective omnichannel campaigns for marketers as well as to add value to the ad monetization of publishers.

Most searched questions

What are cookies?

What are the alternatives if cookies are removed?

Most searched queries

Cookies

Cookieless world

ID

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Digi Tech

Transforming Asia-Pacific: Sealing the future with 5G

5G

Editorial Leadership pickup by Digilah on Digilah (Tech Thought Leadership).

In a pivotal move toward Asia Pacific’s digital evolution, the GSMA, in collaboration with the Malaysia Digital Economy Corporation (MDEC), inaugurated the GSMA DXAF’s Digital Transformation Leaders’ CxO Summit in Kuala Lumpur in November, 2023.

As the region hurtles towards a digital apex, the summit aimed to assemble luminaries from government corridors and tech sectors to deliberate on the pivotal technological strides required for Malaysia’s and, by extension, Asia Pacific’s digital metamorphosis over the coming decade.

Projections unveil a staggering contribution of nearly one trillion dollars (approximately $990 billion) to the Asia Pacific economy by 2030, primarily propelled by digital transformation advancements and the pervasive adoption of mobile services. The GSMA’s recently released Mobile Economy APAC 2023 Report forecasts around 1.4 billion 5G connections in the region by the decade’s end, constituting a significant 41% of total mobile connections.

Malaysia, standing as a digital powerhouse in Southeast Asia, was chosen to host this year’s summit due to its prominent role in digital infrastructure, services, applications, and platforms within a burgeoning digital ecosystem.

At the core of the deliberation was a dedicated exploration of “Intelligent Digital Transformation in the 5G Era.” Key focal points include propelling digital transformation in Malaysia and extracting value from, and monetizing, 5G. Discussions will delve into commercial strategies, technological innovations, and industry policies aimed at expediting comprehensive intelligent digital transformation in the 5G era.

Keynote speakers, including Malaysia’s Honourable Minister of Communications and Digital, Mr. Ahmad Fahmi Mohamed Fadzil, and CEO of Malaysia Digital Economy Corporation, Ts. Mahadhir Aziz will steer discussions around opportunities and challenges in this digital voyage.

Ts. Mahadhir Aziz, CEO of MDEC, emphasized MDEC’s commitment to catalysing Malaysia’s digital economy, fostering innovation, growth, and sustainable development. This collaboration with GDIN aims to propel Malaysia into a future characterized by cutting-edge advancements and limitless digital potential.

In a bid to translate discussions into actionable strategies, the summit aligned with the themes explored in the GSMA’s latest report, ‘Digital societies in Asia Pacific: Harnessing emerging technologies to advance digital nations.’ This report outlines the roadmap for governments in the region, including Malaysia, to integrate digital technologies into every facet of the economy, marking a significant stride towards becoming truly “digital nations.”

This transformative event marks a crucial milestone in reshaping Asia-Pacific’s digital landscape, signifying a collaborative endeavour between GSMA and the Malaysian Government towards a digitally connected and resilient future.

Source: PR Newswire

Most searched questions

What is digital metamorphosis?

How will 5G help the economy of the Asia-Pacific?

Most searched queries

Digital apex

Digital metamorphosis

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Categories
Property Tech

Technology as an ally @53!

Digital

Written by Priya Dey on Digilah (Tech Thought Leadership).

As I walked out of my last day at ICICI Bank, I had no clue that the next nine years would be a rollercoaster of challenges, triumphs, and a remarkable digital transformation that would reshape my life. Now, at fifty, I reflect on my incredible journey, sharing how technology played a pivotal role in turning my life around.

The Corporate Crossroads: A Leap into the Unknown

After eight successful years in senior positions at ICICI Bank, I faced unexpected career challenges. Despite my vast experience, finding a new opportunity proved elusive.

Rejections, manipulations, and disappointments followed, but my resilience and determination never wavered. In the professional realm, I found myself paddling my canoe through stormy waters, constantly searching for new opportunities.

Navigating Success in Real estate Sales

In my new role as a Real estate Sales Consultant at Acube Development in Dubai, I have harnessed the power of technology to excel in my career. Drawing from my personal journey of overcoming challenges, I bring resilience and adaptability to the forefront.

Leveraging digital tools, I navigate the real estate landscape with a fresh perspective, connecting with clients and utilizing innovative solutions to meet their needs.

Personal Battles: Navigating Life’s Unpredictable Course

In my personal life, I encountered societal expectations and stereotypes that came with being a single woman in India. Undeterred, I learned to navigate the judgment and advice, emerging stronger and more resilient.

 Despite heartbreaks, failed relationships, and societal pressure, I chose to face life head-on, adapting and evolving with each experience.

Embracing Solitude and Self-Care: A Digital Detox

I discovered the importance of setting boundaries and prioritizing self-care. In a world constantly connected through technology, I learned to disconnect, recharge, and find moments of solitude.

The digital age presented challenges, but my determination to find time for myself prevailed, enabling me to focus on personal growth and inner peace.

TechRevive: The Digital Turnaround

Amidst the ups and downs, technology emerged as my ally. In my pursuit of a new occupation, digital platforms became powerful tools for networking and self-promotion.

My story is a testament to the transformative impact of technology on personal and professional reinvention. Today, I extend my experiences to help others facing similar challenges. As an informal counsellor, I provide support and guidance to those navigating life’s complexities.

Conclusion: The Best Is Yet to Be

In my life, technology functioned as a catalyst for transformation, aiding me in rebuilding, reinventing, and emerging stronger. My journey is a reminder that, even in the face of adversity, embracing digital tools and maintaining a positive mindset can lead to remarkable personal and professional growth.

As I aptly put it, “The best is yet to be,” and my story stands as a testament to the resilience of the human spirit, fueled by the power of technology.

Most searched questions

How will technology help in building one’s career?

What is digital detox?

Most searched queries

Digital detox

Dubai properties for sale

Buy property in Dubai

Catalyst

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Fin Tech Uncategorized

Revolutionizing Fintech: The Impact of Generative AI

FinTech

Written by Dinesh Ghembad on Digilah (Tech Thought Leadership).

Generative AI, a facet of artificial intelligence creating content from scratch, is rapidly reshaping industries, particularly fintech. Fintech companies are swiftly incorporating generative AI, reaping transformative benefits across various domains.

Fraud Detection and Prevention:

Generative AI addresses fraud through pattern recognition in financial transactions. From detecting fraudulent credit card transactions to insurance claims and loan applications, generative AI algorithms significantly enhance security measures.

Credit Scoring and Risk Assessment:

Generative AI elevates credit scoring by considering a broader range of factors, including employment history and income. This not only reduces bias but also broadens access to credit for a more inclusive financial landscape.

Algorithmic Trading:

Generative AI empowers algorithmic trading, automating decisions based on market data. This enables traders to make informed decisions, optimizing returns and contributing to more efficient financial markets.

 Personalized Financial Services:

Generative AI tailors financial services by creating custom investment portfolios, offering personalized financial advice, and enhancing customer support. This customization ensures a more engaging and satisfying experience for users.

Automation and Decision-Making:

Generative AI automates tasks, freeing up resources for more strategic activities. Simultaneously, it enhances decision-making by providing insights that are often challenging to obtain through traditional methods, such as predicting market trends and assessing credit risk.

Enhanced Security:

Generative AI strengthens security measures by detecting and preventing attacks. This ranges from identifying fraudulent transactions to safeguarding data from unauthorized access, contributing to a robust cybersecurity framework.

Benefits of Generative AI in Fintech:

Generative AI improves efficiency by automating tasks and providing valuable insights, reducing costs, enhancing customer experiences, and ultimately boosting revenue. Its multifaceted advantages make it a crucial element in the evolution of fintech.

Challenges of Generative AI in Fintech:

While promising, generative AI faces challenges such as complexity and potential bias. Addressing these challenges is essential for its responsible and effective integration into the fintech ecosystem.

Real-life examples:

  • Wells Fargo’s Predictive Banking Feature uses generative AI to predict customer churn and offer personalized incentives to keep them engaged.

  • RBC Capital Markets’ Aiden Platform uses generative AI to generate research reports and financial models, which can save analysts hundreds of hours per year.

  • PKO Bank Polski’s AI Solutions uses generative AI to detect fraud, automate customer service tasks, and provide personalized financial advice.

  • Cleo is a financial virtual assistant that uses generative AI to help users budget, track spending, and pay bills.

  • Crediture is a credit scoring platform that uses generative AI to assess creditworthiness and offer customized lending options.

These are just a few examples of how generative AI is being used to improve the fintech industry. As the technology continues to develop, we can expect to see even more innovative and groundbreaking applications of generative AI in fintech.

Conclusion:

Generative AI is revolutionizing fintech, offering a spectrum of benefits. As companies embrace their potential, navigating challenges becomes crucial for responsible and impactful integration, ensuring a positive impact on businesses and customers alike.

References:

https://newsroom.wf.com/English/news-releases/news-release-details/2018/Wells-Fargo-Adds-AI-Enhancement-to-Mobile-App-Giving-Personalized-Account-Insights-to-Customers-Nationwide/default.aspx

https://www.rbccm.com/en/insights/story.page?dcr=templatedata/article/insights/data/2021/06/rbc_to_expand_ai-based_trading_platform

https://en.media.pkobp.pl/127989-pko-bank-polski-as-the-digital-transformation-leader

https://web.meetcleo.com/budget

Most searched questions

What is generative AI?

How can generative help in reducing risks in finance?

Most searched queries

Generative AI

Automation

Fintech and AI

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Ad Tech

Tackling the attention deficit, one impression at a time

Written by Hazel Broadley on Digilah (Tech Thought Leadership).

As consumers continue to be bombarded with up to 10,000 ads per day, the fight to gain real human attention has never been so rife. 

But as this figure rises – while attention spans remain the same – the chance of an ad being seen inevitably diminishes.

This results in what we call the attention deficit – something the ad industry is striving to overcome.  

But how do we begin to measure true attention, let alone improve it?

Combining viewability with attention

For years, the focus has been on standardizing metrics around how much of an ad is visible on screen and for how long, i.e., viewability. And this is still important, because after all, you can’t engage with an ad if you can’t see it.

But with the realization that ‘viewable’ does not equal ‘viewed’ (almost 35% of all programmatic display ads are ignored), it’s become clear that viewability metrics alone are not enough.

They are more like ‘hygiene’ metrics rather than predictors of quality. And that’s why we need to bolster this campaign insight with attention data. 

Steps to leveraging attention

As Rob Hall, CEO at Playground xyz explains, there are generally four steps to leveraging attention. First, you need solid research – from your own campaign data but also learnings from other brands who have tested the impact of different ad formats, content types, devices, channels or targeting strategies on attention metrics.

Second, once you’ve gathered this, you can use it to enhance your channel planning, by creating and scheduling campaigns that are predicted to deliver the best performance. 

Third comes the task of actually measuring attention, by tracking key attention metrics such as attention time, hover rate and touch rate on a mobile device, plus more traditional performance metrics such as CTR, bounce rate and conversion rate.

And finally, to have the best chance of engaging your audience in the long term, you need to be able to optimize in real time according to what’s working and what’s not. 

This kind of dynamic creative optimization (DCO), focused on attention, will be a key driver of campaign performance over the coming years. 

Using data across TV, desktop, tablet and mobile, we can measure a whole range of attention metrics. But perhaps the most prevalent is Attention Time.

Attention Time – the new metric in town

Attention Time is important in any campaign because it measures how long a user is physically eyeballing the ad.

Once you’ve measured this, you can then look at a host of other user activities, such as clicks, cursor position, touch rate, scroll rate and depth, audio on/off, volume etc. 

Measuring attention with eye-tracking data

As Lumen Research’s MD Mike Follett suggests, eye tracking data, used at scale across different channels, shows that “when users do look at an ad, it tends to perform really well”.

There are a number of attention technology partners on the market including Lumen, Playground xyz, Amplified Intelligence and Adelaide, that can help marketers determine true attention through two main types of eye-tracking measurement: proxy-based and gaze-based. 

When testing creative or context, gaze-based (or eye-gaze) metrics are generally thought to be a more accurate method than proxy-based metrics because they demonstrate that a user has actually paid attention to an ad. 

This data comes from vast opt-in panels of consumers allowing eye-tracking cameras to follow the path of their eyes across the screen as they consume the open web. 

By combining this with the other user activities above, you can get more granular with each impression, and optimise the ad creative or format more effectively.

Now is the time to tackle attention

When looking for an attention partner, be sure to ask them how they define attention (e.g. do they include all user actions?), what kind of eye-tracking they use (gaze-based or proxy-based data, or (preferably) both?), and how long they will apply optimization to ensure the most accurate measurement.

As the range of attention metrics grows, so too does the need for industry standardization of these metrics. 

But for now, there’s no time to waste in experimenting and A/B testing with different creatives and formats.

This way, you can get ahead of the curve before attention-first campaign strategies become mainstream and make every impression count. 

To read more from Hazel and her team, head to Lexical Llama

 Most searched questions

What is meant by attention deficit in advertising?

How do you tackle the attention deficit problem?

Most searched queries

Viewability

Attention deficit

Engagement

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Categories
HR Tech

Transformation through Learning

Written by Suresh Ramakrishnan on Digilah (Tech Thought Leadership).

Technology has played a key role in the way content is consumed across age brackets and more so in the corporate world. 

One just needs to type in a few words on a browser and there could be a million links on offer.

With AI and ChatGPT coming into the fray, the options have multiplied many folds.

The biggest change or rather the challenge one is faced with has been – how to quickly arrive at what one is seeking. The deluge of content and the sponsored ones at that has the potential to create confusion. Sometimes offer contradicting information too depending on the source. Information related to diet or simple medical diagnosis are classic examples.

At the corporate level too, the struggle to create specific learning interventions for problems either at the individual or group level is intense. 

The issues, just to name a few are:

     

      • Lower attention span among employees is a serious one to tackle. In the digital world we live in today, it is extremely difficult to remain focused and avoid getting distracted by mails, notifications, calls or messages.

      • The avenues to find content are one too many. The lucky one’s land on the content of their choice whereas most tend to lose track in the sea of answers thrown at them.

      • The big question of ROI – how does one measure effectiveness.

    How does one tackle lower attention span?

    The solution to this problem starts with the team lead. While giving regular feedback, the recommendation offered to upgrading one’s skill should have a specific roadmap.

    The starting point is to make the individual receiving the feedback realise that an intervention is necessary.

    The second step would be to educate or sensitise the individual on the path that has been charted out and the rationale behind creating the specific path.

    The third step would be to create milestones or check points to understand the pace or if any changes need to be made to make the learning more effective.

    Learning is purpose driven – It is up to the leaders / managers to define the purpose so that the individuals can visualise what they are likely to gain.

    The purpose is what helps one avoid distractions. The focus is high and regular feedback sessions iron out issues if any.

    How can one navigate through the deluge of content available at one’s disposal?

    Imagine if the individual spoken about in the earlier paragraph is told what to upgrade or upskill but has not been told where to find the content related to it.

    He or she would be hard pressed to keep track of the events / discussions / meetings happening in and around to get access to the relevant knowledge / skill. It could be a nightmare leading to frustration and lack of anything meaningful.

    This is where the L&D team can come into play and guide them through curated learning paths through several online service providers and ensure the journey does not start and stop online.

    There could be ample coaching / mentorship introduced at various levels and certain events / conferences that can help them with industry wide views. 

    The integrated approach makes learning fun and meaningful.

    Yes, there are ways of keeping track of the learning through all channels using blended learning techniques which are becoming extremely popular. Some prominent technology platforms enable this.

    The big question – effectiveness of learning?

    Most online learning platforms offer valuable insights through course completion rates, diligence in taking a course, before and after quizzes, NPS scores (measured through techniques like discussion threads, referrals to name a few).

    Curiosity in going beyond the learning path to seek additional information / knowledge. It requires a bit of ‘connecting the dots’ to produce a thorough analysis as focusing on one or few indicators however good, could be misleading.

    This brings ‘action learning projects’ into focus – where several stages are created to assess the individual’s knowledge and skill application in real time scenarios.

    The skills to be used would be those offered in the courses. The respective leaders / managers must spend quality time evaluating them and offering them suggestions wherever necessary.

    Technology – the great enabler

    The three points mentioned above lean more on human intervention, but one should not forget the role technology plays in ensuring the process is smooth.

       

        • Technology can help sequence learning; continuous assessment provides indicators of how well the concepts are assimilated.

        • There are creative ways to break the monotony using gamification. Content delivery can happen through videos, animations, and voice overs. The case-based scenarios entail a more broad-based solutioning approach. There are more than one way of analysing and solving problems and it is possible to guide them through this.

        • Remote teams can collaborate online and sharing knowledge / insights can happen in real time.

        • Learning can happen on the go and is device agnostic.

        • Leaders / managers can keep track of their team members and intervene at a point of their choosing.

        • Technology platforms have the best authors and content curators at their disposal and the dissemination can happen seamlessly across continents and in a language of choice.

        • Analysing learning at the individual level with great amount of detail is possible. This helps offer specific change one can bring about to make learning more effective.

      The focus on adoption rates on online platforms

      One gets to hear this across forums where the debates on adoption rates hits a crescendo.

      Presenting three crisp case studies of large and prominent companies and how they tackled this problem,

      Case study 1 – A hospitality giant with an impeccable record of service standards, ensures undertaking training is part of the KRAs of their employees.

      A quarterly evaluation tracks completion rates and application on the job. Increments and promotions are dependent on these too. One may ask if a carrot and stick method is a clever idea?

      Well, if you are accountable to certain service standards, compromises are not welcome. In that context, it is the right thing to do.

      Case study 2 – A large manufacturing company had hundreds of long serving employees, many among them were not well versed with online techniques.

      They combined physical sessions with online courses and the trainer guided them through the process. They opened a training area where individuals could undertake these sessions.

       They conducted such session across offices / plants and locations. The adoption rates were phenomenal.

      Case study 3 – A pharmaceutical giant created a reward mechanism (good one at that) for those who showed proper application of their learning through their action learning projects – where they suggested ways and means to tackle real problems that the company was facing.

      The employees received their recognition and the company benefitted from not only upskilled employees but unique ideas too.

      Will AI (artificial intelligence) change the way we learn?

      AI can help in three distinct ways:

         

          • Depending on your search or interest, AI can suggest more courses, relevant topics or reading material that can add more value to the knowledge you seek.

          • It has the power (when put to proper use) to lessen the workload of L&D personnel to curate a learning journey. This will include both offline and online techniques.

          • If metaverse indeed becomes a reality someday, you will have several virtual agents complementing the work done by physical trainers / coaches. The extent to which they can go to fetch the right material is unimaginable (future thinking)

        Conclusion

        While technology has enabled training deployment, there are aspects or rather subjects especially soft skills that, as of today, needs a discerning eye from L&D folks and team leads to suggest a personal intervention.

        Technology will have its limitations and may appear impersonal in addressing sensitive issues.

        No one knows when technology will exactly replace a human being in form and conduct and until that day comes, human interactions will rule.

        Most searched questions

        How does ChatGPT affect an individual’s learning?

        How does one tackle lower attention span?

        Most searched queries

        ChatGPT

        L&D

        For more info check out :  EduRiser Learning Solutions Pvt. Ltd

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        Categories
        Digi Tech Decision Making Tech

        How Digital Platforms are disrupting Businesses

        Written by Raghu Kaimal on Digilah (Tech Thought Leadership).

        The History of Digital Platforms and how it evolved to become what we see now:

        The concept of digital platforms as we know them today has undergone a significant evolution over the past few decades. In the 1990s, the internet gave birth to basic digital platforms such as email. However, it is limited in scope and functionality.

        With the rise of e-commerce, online marketplaces like eBay emerged, allowing individuals to buy and sell goods online. This marked the first step towards connecting buyers and sellers on a digital platform.

        Then came the Social Media Boom, early 2000s witnessed the rise of social media platforms, with MySpace started in 2003. Later, Facebook started in 2004 becoming pioneers in this space. Social media platforms fundamentally changed the way people interacted and shared information online.

        The early platforms were focusing on the B2C customers but later we saw many B2B platform flourishing like AWS, Microsoft and so on later part of 2010.

        The introduction of mobile app stores, such as Apple’s App Store and Google Play in 2008, transformed how software was distributed and consumed. App stores enabled the creation of a vast ecosystem of mobile applications, further expanding the digital platform landscape.

        Companies like Airbnb and Uber disrupted traditional industries by creating digital platforms that allowed individuals to share resources like accommodations and rides in new ways.

        The Cloud and SaaS Platforms: Cloud computing platforms, like Amazon Web Services (AWS) and Microsoft Azure, revolutionized the way businesses access and use computing resources. Software as a Service (SaaS) platforms, such as Salesforce and Google Workspace, provided cloud-based software solutions, changing the software delivery model.

        How Digital Platforms transformed various Industries:

        Digital platforms have had a profound impact on a wide range of industries.

        Retail and E-Commerce: Amazon is a prime example of how digital platforms have revolutionized online shopping. It created a vast online marketplace, streamlined supply chains, and personalized the shopping experience.

        Social Networking and Communication: Facebook and Instagram have reshaped how people connect, communicate, and share information globally. They’ve also become advertising platforms, transforming the marketing industry.

        Hospitality and Travel: Airbnb disrupted the traditional hotel industry by enabling individuals to rent their homes to travelers. This innovative platform changed the way people find accommodations when traveling.

        Transportation: Uber and Lyft transformed the transportation industry by providing on-demand ridesharing services. These platforms offered convenience and cost-effectiveness, challenging traditional taxi services.

        Entertainment and Media: Netflix is an example of a digital platform that reshaped the entertainment industry. It introduced streaming services, changing how people consume content and impacting traditional cable and broadcast TV.

        Finance and Fintech: Digital platforms like PayPal and Square have made online payments and financial transactions easier. Additionally, fintech platforms like Robinhood and Coinbase have democratized investing in stocks and cryptocurrencies.

        How Ecosystems Drive Platform Growth and Innovation:

        Platform ecosystems are intricate networks of interconnected products, services, and technologies built around a central platform. These ecosystems thrive on collaboration, with various players – individuals, businesses, and developers – creating value for one another and, in turn, for the platform itself.

        The significance of platform ecosystems lies in their ability to foster growth, innovation, and sustainability in the digital age.

        Network Effects: Ecosystems capitalize on network effects, where the value of the platform increases as more users, developers, and complementary services join.

        For example, a larger user base on a social media platform like Facebook attracts more content creators and advertisers, creating a self-reinforcing cycle of growth.

        Diverse Services: Ecosystems allow a diverse range of third-party services and apps to integrate with the platform. This diversity expands the platform’s utility and attracts a wider user base.

        Consider the Apple App Store, where developers create apps that enhance the functionality of Apple devices, leading to the platform’s growth.

        Innovation: Ecosystems foster innovation as third-party developers create new features and functionalities for the platform. These innovations can address user needs that the platform’s parent company may not have anticipated.

        For instance, the Android ecosystem benefits from the innovations of app developers who continually expand the capabilities of Android devices.

        Monetization: Ecosystems provide revenue opportunities for platform owners and third-party developers. Companies can charge for platform access, take a share of transactions, or offer in-app purchases.

        This monetization encourages more stakeholders to participate, further driving growth.

        Data Synergy: Ecosystems leverage data synergy, with various components of the ecosystem contributing to data collection and analysis.

        This data sharing and utilization enables more precise targeting, personalization, and insights, improving the overall user experience.

        Data Utilization on Digital Platforms and its concerns

        Data is at the heart of platform revelation. Digital platforms, in their various forms, rely on vast amounts of data to function efficiently, provide personalized experiences, and create value.

        The collection, utilization, and analysis of data have become integral to the success of these platforms, shaping their operations, and influencing decisions.

        Here’s an exploration of the role of data in platform revelation:

        Personalization: User data allows platforms to offer personalized content, recommendations, and advertisements, enhancing user experiences.

        Analytics: Data analytics provide insights into user behavior, trends, and performance metrics, helping platforms optimize their services.

        Monetization: Platforms often monetize user data by selling it to advertisers or using it for targeted advertising.

        Privacy Concerns: Collecting and utilizing user data raises privacy issues. Users may be unaware of the extent of data collection or how their data is used.

        Data Security: Data breaches and cyberattacks can expose sensitive user information, leading to security and identity theft risks.

        Data Ownership: Determining who owns user data and how it can be used is a contentious issue. Users, platforms, and third parties may have different interests.

        Algorithmic Bias: Data-driven platforms can inadvertently perpetuate bias if algorithms are trained on biased data, resulting in unfair outcomes.

        Regulatory Compliance: Data usage is subject to evolving laws and regulations, such as GDPR in Europe and CCPA in California. Platforms must comply with these rules.

        Future Trends and Developments in Digital Platforms

        The digital platform landscape is poised for significant evolution in the coming decade. Several key trends and emerging technologies will shape the future of these platforms and how they influence various industries and aspects of our lives.

        GenAI Supporting the Sales and Marketing function:  GenAI helps create content in text, audio, video formats, Customer service automation, Sales enhancement though co-pilot which will help buys with rich content and sales support.

        AI-Driven Recommendations: Artificial intelligence and machine learning will continue to power highly personalized content, product recommendations, and user experiences.

        Context-Aware Platforms: Platforms will increasingly consider the user’s context, location, and preferences to deliver contextually relevant content and services.

        AR and VR Integration: Digital platforms will integrate augmented and virtual reality technologies to offer immersive experiences for gaming, shopping, education, and more.

        Social VR: Social media platforms may expand into the metaverse, enabling users to interact in virtual spaces.

        Edge Computing: Edge computing will enhance platform responsiveness and support real-time processing for applications like autonomous vehicles and IoT.

        Green Computing: Platforms will emphasize eco-friendly practices and data center sustainability to reduce their carbon footprint.

        Sustainability Reporting: Users will demand greater transparency regarding a platform’s environmental impact.

        The Importance of Platform Revelation in the Digital Era

        In the digital age, understanding and appreciating the concept of platform revelation is more crucial than ever. It is the key to unlocking the profound impact that digital platforms have on our lives, economies, and societies. Recognizing the significance of platform revelation is not just a matter of staying informed; it’s a means to actively engage with the rapidly evolving landscape of digital platforms.

        Here’s why it matters:

        Empowerment Through Knowledge: Understanding how digital platforms work empowers individuals to make informed choices.

        It allows users to protect their data privacy, control their online presence, and maximize the benefits these platforms offer.

        Economic Transformation: Digital platforms are reshaping industries, creating new economic opportunities, and altering the nature of work.

        For entrepreneurs and businesses, platform revelation is essential for staying competitive and adapting to changing market dynamics.

        Societal Impact: Social media platforms influence public discourse, while e-commerce and service platforms impact how we consume and interact.

        Recognizing the power of platforms enables citizens to engage thoughtfully in societal discussions and debates.

        Ethical Considerations: As digital platforms collect data, influence opinions, and shape our online experiences, understanding their ethical implications is paramount.

        It enables us to advocate for responsible platform practices and hold companies accountable.

        Future Readiness: The digital platform landscape is dynamic and continually evolving.

        Staying informed about trends, innovations, and challenges prepares individuals and organizations for what lies ahead.

        Most searched questions

        What is impact of digitalization on businesses?

        What is green computing?

        Most searched queries

        SaaS(Software as a Service)

        Augmented reality

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        Categories
        Security Tech

        HUMANS IN TECH

        security

        Written by Diya Garg on Digilah (Tech Thought Leadership).

        I recently watched the Netflix web series, “Trial by Fire”. The series is based on the 1997 Uphaar Cinema tragedy in New Delhi.

        A fire broke out from a faulty transformer during the opening day screening of “Border”, a much-awaited Bollywood film. The perfect storm of a packed house, non-functioning fire equipment and absolute negligence of the theatre owners, resulted in gruesome death and destruction.

        59 people died due to asphyxiation and more than 100 were injured in the ensuing stampede. While, as a parent, my heart went out to the victims and protagonists, here I seek to present my thoughts on the fire safety industry in India.

        The protagonists’ fury is rightly directed at the developer, given that they owned the premises. Hence they were fully accountable for its safety and upkeep. 

        However, they are shockingly not alone in this crime.

        I believe there are two imperatives to a well-functioning security system, be it fire detection and suppression, public address, access control or CCTV.

        The first is a fundamentally good product, backed by solid technology and manufactured to high performance specifications. 

        Most buyers are well-aware of this and do not cut corners here. Top global brands viz. Edwards from United Technologies, Notifier from Honeywell and Bosch from Bosch Security Systems have an established track record. They are within +/- 10% in performance for the same specs.

        These latest generation alarm systems are fully intelligent, addressable and networkable, i.e., they talk to each other and process multiple signals in milliseconds.

        In an ideal end-to-end networked complex, a fire alarm detector would evaluate the severity of the environment. Set off an alarm in the control panel, activate the hooters, light up specific escape routes while shutting off elevators and simultaneously gun the hoses, sprinklers, and extinguishers into action all within 5 minutes.

        CCTV magnifies the impacted area in control rooms for further action; add Building management systems (BMS) and your lighting, aircon, ventilation and hydraulics are integrated too.

        This advancement in technology is light years ahead of the simplistic human manning system or basic alarm systems that proliferated a couple decades ago. 

        Now give this behemoth into the hands of an experienced and accredited contractor, and you have a fully certified and safe building. For 12 months.

        So, what happens then? From here on, the second imperative kicks in. Consistent, high quality maintenance by experienced engineers and technicians is critical for the long-lasting efficacy and working of these systems.

        Which a few customers may be clueless about, but the majority are short-sighted or worse, unscrupulous. 

        In India, AMCs (annual maintenance contracts) are increasingly given, and resignedly accepted at rock-bottom rates which, if one looks under the hood, will not cover basic cost (variable material + labour) in most cases.

        AMCs are the critical human element, and the core of how this technology will safeguard and protect life and assets in the long-term. 

        Any security system, from any global brand, cannot perform long-term unless it is regularly cleaned and tested, sorted out for false alarms and recalibrated.

         If this critical part is neglected, the result is a dirty, dust filmed alarm detector, containing dead batteries, unable to sound a warning on any level. Ditto for hooters, call points, voice alarms, extinguishers, and in fact the entire BMS. 

        As the serial reveals, Uphaar had all these lapses and more, with very little care and maintenance on any detection or protection equipment, resulting in needless death. 

        We know now all too well, how critical is the human touch in enabling the best of technologies!

        Electroquip was the first company in India to supply, install and commission (SITC) the very first intelligent fire alarm system in the country at India habitat centre, New Delhi. Also, basis its track record, Electroquip was awarded the AMC of the Delhi Parliament Library, every year, for 15 years as a gold class in security maintenance.

        Electroquip Ltd and Secursolve Pte Ltd are top distributors of United Technologies in India and Singapore respectively. We urge all contractors, developers and property maintenance companies globally to achieve and maintain the gold standard in security AMCs.

        Every life is precious!

        Most searched questions

        What is Electroquip?

        How technologies can be used to enhance security?

        Most searched queries

        Electroquip

        Security solution providers

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        Categories
        Logistic & Travel Tech

        EV Revolution in India: The next big thing

        EV

        Written by Tanya  Mittal & Daksh Sharma on Digilah (Tech Thought Leadership).

        India has set ambitious targets for electrifying its public transport fleet in this decade. 

        While this may be the beckoning of a new dawn, the transport sector in itself contributes for 13.5 per cent of India’s energy-related carbon-emissions. This leads to substantial increase in air pollution. 

        India faces two key challenges; first is improving its overall air quality. Second is transitioning to a decarbonized economy. 

        We need to start by addressing transportation-based emissions. We need to start deriving appropriate solutions in achieving electrification and switching to cleaner fuels.

        By 2030, Niti Ayog forecasts a high penetration of Electric Vehicle sales: for two-wheelers and three-wheelers (80%), four-wheelers (50%), and buses (40%). 

        An overall electrification of the transport sector can eventually improve air quality. 

        India has made a promise at COP26 to cut its emissions to net zero by 2070. This means achieving carbon neutrality and not adding to the amount of greenhouse gases in the atmosphere.

        To reach this target India must transform into a global hub for electric vehicles manufacturing.

        Step one in this process is to transition from sales of ICE-vehicles to 100% plug-in electric vehicles (EV). 

        The ICE-vehicles or Internal Combustion Engine vehicles are powered by gasoline or diesel fuels and emit pollutants which contribute to poor air quality.

        The Clean Energy Ministerial (CEM), which is a unique partnership of the world’s key economies to accelerate global clean energy, has announced a new campaign – EV 30@30. 

        This CEM campaign will certainly speed up the deployment of electric vehicles globally. This will target at least 30 percent new electric vehicle sales by 2030. India has joined this pledge. 

        It is equally important to consider the policies India has in place to usher in the so-called EV revolution at this stage.

        As part of the policy framework introduced in this regard, the Faster Adoption and Manufacturing of Hybrid and Electric Vehicles (FAME) II scheme was adopted in 2019. 

        This was initially meant to give electric mobility a big boost in the country. This was approved by the Union Cabinet, chaired with a support of Rs 10,000 crore for a period of three years. 

        This scheme is the expanded version of the previous FAME India 1. FAME was launched on April 1st, 2015, with a total amount of Rs 895 crore. 

        By offering incentives upfront on the purchase of electric vehicles, FAME India Phase II aims to encourage faster adoption of electric & hybrid vehicle.

        By establishing the necessary charging infrastructure for EVs, which is very critical if e-mobility wants to make inroads in the country.

        As per Press Release by Ministry of Heavy Industries dated 09 July 2019, the phase one of the FAME scheme, has supported adoption of 2,78,000 EVs in different forms.  There is a total incentive of INR 343 crores.

        This year’s budget statistics also reinforce India’s focus towards green mobility. 

        The subsidy under the FAME scheme for fiscal 2024 is projected at Rs 5,172 crore, compared with the revised estimate of Rs 2,897 crore. 

        An increase in vehicle population also has contributed significantly to India’s air pollution. It has caused serious health issues due to high exposure to emissions (PM and NOx). 

        With the two-wheeler and three-wheeler population increasing at an unstoppable rate, switching to a public transport system becomes crucial. 

        In India, public transport remains a primary means of access to employment, community resources, health and other related facilities.

        An inclusive and integrated public transport system needs to be created to provide the same level of comfort and accessibility to people. 

        The bus sector provides employment opportunities and better access to mobility than the automobile industry. 

        Government of India grants subsidy to manufacturers who make 50% of the content in an EV through localised material.

        In the USA and UK market there are no such rules for subsidy grants. This policy makes manufacturing of EV’s difficult for new entrants in the market, mostly the electric vehicle segment. This segment is dominated by the developers who possess the capital to burn in manufacturing like TATA, Mahindra, JIO Bp (Charging Stations) etc. 

        Many stakeholders have highlighted the need of increasing concept of charging stations in office and retail spaces for better consumer experience. 

        The FAME–II policy focuses on setting up at least 1 charging station in 3kmx3km grid. It is not sufficient enough for the users if the end result of sales is actually met by 2028.

        Keeping these factors in mind, India needs to cautiously tread the road towards improvement of its public transport services. 

        Other steps should be to 

        (1) build confidence among users,

        (2) provide financial support to operators

        (3) realign investments in road infrastructure.

        India is the third-largest user of transport automobiles in the world. 70% of its transport energy needs are fulfilled by importing fossil fuels. 

        Latest forecasts from the Petroleum Planning and Analysis Cell indicate this heavy dependence on fossil fuels crimps our speedy transition to a clean fuel economy.

        As a solution, India must gradually shift to fuels which are import substitutes, cost-effective, indigenous and pollution-free. 

        In doing so, India recently switched to the world’s cleanest petrol and diesel i.e. Bharat Stage VI (BS VI) fuel from BS IV fuel in April 2020.

        With this, India began using fuel containing just 10 parts per million (PPM) of Sulphur. This is expected to curb airborne particulate matter, one of the major contributors of air pollution in the country.

        India has also introduced various transport policies in the past, which impacted vehicle exhaust emission. This has influenced the characteristics of the vehicles present in the fleet and their activity levels.

        Hence, curbing and reducing heavy polluting vehicles and scrapping old vehicles from roads is the need of the hour.

        India’s Vehicle Scrappage Policy was a revolutionary step taken in 2021 to remove unfit vehicles from roads and boost the electric vehicle sales to control air pollution levels.

        Integration of this policy can lead to high impact social gains like overall improvement of air quality in the cities, reduction of fossil fuel usage, and reduction in GHG emissions.

        The path to adoption of Electric Vehicle in the transportation segment of India will be a key factor that will drive them towards carbon neutrality.

        Policies related to it are fundamentally on the right track but due to the changing market scenario and demand the policy makers will have to adapt accordingly. 

        Create a fixed framework for the adoption and integration of incentives to the EV segment. This will enable manufacturing and upscaling at the estimated pace.

        Most searched questions

        How does an electric vehicle work?

        What type of batteries does an electric vehicle use?

        Most searched queries

        Clean Energy

        FAME

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        Categories
        Mar Tech

        Transforming the marketing function with technology

        Written by Rena Tan on Digilah (Tech Thought Leadership)

        The world of work has undergone a remarkable transformation in recent years, driven by the relentless march of digital and technological advancements. 

        In the Marketing and Communications field, we have seen how the adoption of technological and digital tools have similarly caused a seismic shift in the way we work.

        Our marketing and digital tech stack now cuts across various marketing and communications disciplines, ranging from content development, SEO, lead generation, media monitoring and database, inbound marketing, right through to project management and customer experience.

        This article will highlight some of these game-changing tools that have completely enabled me and my team at Randstad Singapore to work better – and more efficiently.

        Engaging and qualifying prospects with conversational AI chatbots

        The digital revolution has upended traditional work paradigms, and this transformation has been particularly pronounced in my line of work.

        One of the most significant changes has been the way businesses interact with their customers. With the advent of chatbots like Drift, our company’s website has become more than just a static online presence.

        Drift, a sophisticated AI-powered chatbot, allows us to engage with website visitors in real-time, delivering personalised experiences, answering queries, and providing assistance 24/7. 

        With the ability to deploy various playbooks based on web visitors behaviours and personas, our AI chatbot can speed up sales cycles by engaging prospects with valuable, real-time conversations that lead to opportunities.

        This has not only improved customer satisfaction but has also generated leads and conversions that were previously untapped.

        With A/B testing, we were able to find out that almost 50% of our web visitors (potential customers) prefer to chat with the bot than fill up a query form, which led to us dropping all query forms from our website.

        This significantly improves user engagement and experience – which in turn resulted in more visitors converting to actual marketing and sales qualified leads.

        Bridging the gap between sales and marketing

        Another area where technology has revolutionised my work is email marketing. One of the main gripes marketing leaders have with their sales teams is the lack of follow ups for the leads that have been handed over from Marketing to Sales.

        The introduction of AI-assisted email marketing tools, such as 6sense, has been truly pivotal in bridging this gap between sales and marketing. It brings lead conversion to a whole new level.

        6sense AI assistant is programmed to understand intent, which allows it to determine if a lead has expressed interest and choose the right responses. 

        Depending on how the campaign playbooks are being deployed, this email bot can understand specific customer requests, personalise email responses and follow ups, and engage with leads automatically.

        It helps marketers like me automate conversations with leads and lead nurturing, converting them into sales meetings, and ensuring that no potential customer falls through the cracks.

        Every single lead is being followed up on, and handed off to the sales guys once the intent matches the objectives we have set for the bot (e.g book a meeting).

        The sales guys are now getting super-hot leads that have already been nurtured and qualified by the bot, which means they can now move in and take over clients who are ready to meet or buy.

        The result has been a significant increase in conversion rates and revenue, improved customer experience, and a more streamlined email marketing process – cutting down the time the sales guys have to spend on call calling and lead chasing. 

        In addition, the sales guys can now spend more time delivering better and more personalised services to leads that are worth their time.

        Effortless content creation with Jasper

        Content creation is a crucial aspect of me and my team’s work, and here too, technology has made a significant impact. Jasper, an AI-powered content writing tool, has been instrumental in simplifying the content creation process. 

        It can generate high-quality and optimised articles, blog posts, and reports with remarkable speed and accuracy.

        Besides articles and blogs, my team also uses Jasper to craft responses for Google reviews, generate headlines for Google or LinkedIn ads, suggest video captions for Youtube and Tiktok, write press releases, summarise email content into persuasive bullet points, generate landing page content and create polls, just to name a few.

        While we still provide the creative input and direction, Jasper takes care of the heavy lifting, saving us valuable time and energy in the creation of content and other relevant assets.

        The quality of the content produced by Jasper is so impressive that it has become an indispensable tool in our arsenal.

        SEO optimization made easy with Frase.io

        Effective SEO (Search Engine Optimization) is vital for ensuring our online content reaches a wider audience, more so in this answer-driven economy. Frase.io is a next-gen content and SEO optimisation tool powered by AI, and claims to be the fastest and easiest way to create content that ranks on Google.

        This tool not only helps us to generate content that incorporates facts and background research from the top search results of any query, it also provides keyword suggestions, analyses competitor content and offers recommendations for optimising our content to rank higher in search engine results. 

        Definitely a real time and life-saver!

        Growing share of voice with Telum Media

        In the ever-evolving landscape of public relations and media outreach, staying connected with journalists, influencers, and media professionals is paramount for building brand awareness and share of voice. 

        This is where Telum Media, a cutting-edge media intelligence platform, has made a significant impact on our communications work. 

        Telum Media is the most comprehensive, earned-media database in the Asia Pacific region – a live platform connecting PR and communications professionals with media contacts across the globe.

        This online media platform provides real-time updates and alerts, allowing us to track media mentions, industry developments, media requests, editorial opportunities and journalist movements. 

        Its user-friendly interface enables us to craft personalised pitches and communications tailored to the interests and preferences of specific media contacts and journalists.

        This level of customisation not only increases the likelihood of securing media coverage but also fosters stronger relationships with journalists and influencers who appreciate relevant and thoughtful outreach.

        Using this tool has empowered our team with timely insights, ensuring we are always in the know and allowing us to capitalise on relevant news and opportunities to enhance our media outreach strategies and grow our share of voice.

        Challenges in Embracing Digital and Tech Tools

        While the benefits of adopting digital and tech tools in the workplace are undeniable, there are also challenges that come with their implementation and use. Some of the common challenges include:

        Learning Curve: Many digital and tech tools require a learning curve, and employees may initially find it challenging to adapt to new software or platforms. 

        Training and support are essential to help employees overcome this hurdle.

        Integration: Integrating various tools and ensuring they work seamlessly together can be complex. 

        Compatibility issues and data synchronisation problems can arise, leading to inefficiencies.

        Data Security: With the increasing use of digital and SAAS tools, data security is a paramount concern. 

        Protecting sensitive information from cyber threats and breaches requires constant vigilance and investment in cybersecurity measures.

        Costs: Implementing and maintaining digital and tech solutions can be expensive. 

        Companies need to carefully assess the return on investment and budget accordingly.

        Human Resistance: Some employees may resist the adoption of technology due to fear of job displacement or concerns about their job security. 

        Overcoming this resistance requires effective communication and reassurance.

        Conclusion: The Power of Integration

        In conclusion, my journey with digital and tech tools over the past five years has been nothing short of transformative.

        These tools, including Drift, 6sense, Jasper, Frase.io and Telum Media, have not only accelerated our work, but also significantly improved its quality and efficiency.

        These tools have enabled us to connect with prospects, clients and talent, automate marketing processes, create content effortlessly, and optimise SEO strategies. 

        However, it’s crucial to acknowledge and address the challenges that come with embracing these tools.

        The learning curve, integration complexities, data security concerns, costs, and human resistance are all valid issues that need to be considered and tackled proactively.

        As leaders in our respective fields, we must recognize that the integration of technology with work processes is not a choice but a necessity in today’s fast-paced digital world.

        It’s imperative to invest in the right tools and provide the necessary training and support to our teams.

        Embracing digital and tech solutions can significantly improve efficiencies and productivity, ultimately driving greater performance in our ever-evolving work environments. 

        By doing so, we position ourselves and our organizations for continued growth and success in the digital age.

        The future belongs to those who are willing to adapt and harness the power of technology to work smarter and better.

        “What new technology does is create new opportunities to do a job that customers want done.” – Tim O’Reilly

        Most asked questions

        How AI can be used in improving marketing?

        What is integrated marketing communications?

        Most asked queries

        Email marketing?

        Jasper

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        Categories
        HR Tech Med/Health Tech

        Need for Coaching to combat the always on work environment!

        coaching

        Written by Sophie Toth on Digilah (Tech Thought Leadership)

        The importance of having a safe place where everyone can find understanding and full attention. But how can we find a proactive way to address life and career challenges proactively in our always on world? How can we create an opportunity to encourage our colleagues and friends to talk about themselves with a professional?

        In digital media, many of us have strict targets to hit, travel and sometimes live on the edge when a big deal is about to be signed or delivered. This requires a specific stress management type and a mindset that understands goals beyond hitting revenue targets.

        These goals are essential for all of us to live our lives more meaningfully and have a high quality of life experience. Many have had signs of exhaustion or even burnout after a stressful time and needed to take shorter or longer time off from work to shift the focus to their SELF as opposed to constantly performing on a high level without finding a way to create a state of the family which most of the time referred as “work–life balance”.

        Racing to be the best and get our bonuses is just one side of the coin. We need to think about how these fears and negative thoughts create the feeling of guilt, and as we all know, guilt creates pain.

        Operational departments have different types of pressure. I call it the back-office syndrome. It means that they need to be capable of being the technical experts of the online campaigns, constantly train themselves, understand the issue and make decisions in absolute real-time.

        These professionals are continually racing with time, and a little glitch can significantly impact the company. Carrying this weight of responsibilities is not easy either, especially if they are the only experts in a global company without having a frank conversation with anyone who can understand them, and they can open up freely.

        Well, this is one reason I advocate for a coach approach rather than a mental health practitioner. I want to be there for people who struggle and have none to talk to because they fear losing their jobs.

        Coaching is not about good or wrong answers or thoughts; coaching is about finding the best possible outcome of situations, goals, etc..… by using the individual or team’s full potential for achieving these objectives. The other central aspect of having a coach is that you need an independent person who can mean a safe place to everyone.

        Coaching is about trust and willingness to listen to people who can be overwhelmed with work, technology and so on…

        In the last year, I have seen mainly two types of people in terms of their connection to the digital industry, which pushed me to write this article with my inner need to do something to care about the individuals behind roles and job titles.

        The two cohorts are:

        – Job seekers who try to create groups and support each other.

        – Workers who are primarily exhausted, overworked, sad to see their colleagues go, and possibly feel guilty that they weren’t part of the recent redundancy processes. These people are more likely to have anxiety and fear of the future, thinking about when they will be the next.

        This negative thought slowly poisons everyday lives and results in self-doubts, burnout and, eventually, time off from work.

        The modern online world must adopt a new mindset and approach professionally and how companies create a healthy, motivating environment for their workforce.

        Yearly budgeting and investment ideally have a space for team coaching or budget for individual coaching or mentoring programs.

        Many of us miss something in life or want to achieve grand visions and life goals, but these only stay as a “want” within our minds as we block them immediately with our limited beliefs.

        Let me tell you the secret of life: we can achieve our aspirations if we are ready for the change and all the work. Moreover, we all have the answers to the “HOW?”

        Coaches are now studying hard and have specialities they want to work with. This connection is based on a mutual rapport and has an entirely equal manner. As I say, live and breathe with the “coachee” without judgment during the client’s journey.

        Before I explain why coaching is essential for all of us, I want to clarify some crucial points.

        Coaching is not mentoring. The coach won’t tell you what to do, but she will guide you to use your resources and explore your hidden potential.

        Coach is not a medical practitioner; she focuses more on your inner balance, aspirations, and the healthy functioning between body-mind- and soul.

        If you want to start your journey to your better self with a coach, you must be patient and determined and progress at your own pace. There is no one-size-fits-all solution, as we are unique and unrepeatable.

        Now let’s talk about our fantastic but many times stressful, target-heavy industry and why I, as a digital media professional, decided to learn and became a coach.

        Well, I am an observer and a listener. When talking to my industry colleagues, I pay attention to words and nonverbal signs. During my 12+ years in the industry, I experienced many ups and downs, but since 2020, something has radically changed in our online world.

        After the pandemic, these changes and the new lifestyle created an overwhelming, fast and even more performance-focused world, with more restrictions and new ways of approaching online marketing. We also have less face-to-face and more virtual interactions that force us to adapt to a new lifestyle. Some of us had fewer issues, and others had more; this is why mental health became the forefront of almost every company.

        This is so much of a reactive way of treating one of the most difficult challenges and keeping employees and people safe with a healthy mind and thoughts. Well, this is how coaching as a proactive solution comes into place.

        First and foremost, listen and see, then seek an expert who can be the best asset to help achieve overall company effectiveness with compassionate leadership, creating a place for the employees where they can talk to an independent person who can understand, explore, and with the company on individual motivation or group achievements. A coach can also anonymously address employees’ wants and needs as a mediator.

        I see the future much brighter than digital is now.

        I want managers to become mentors, and I can use my coaching knowledge to guide many great professionals from all levels.

        Most asked questions

        What is the importance of mental health?

        What is the importance of coaching in stress management?

        Most asked queries

        Mental health

        Mentoring

        Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

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