| | AUGUST 20208CIOReviewIN MY OPINIONThe world around us is rapidly evolving. Fuelled by the ubiquity of digital devices and high speed internet, the technologies and modalities of doing business are getting obsolete by the day, while more advanced methodologies are replacing them. Every new wave opens up a window of opportunity for businesses to harness and leverage or to be left back flattened by the surge. Businesses must be nimble to identify every wave, shift gears and ride along the tip. And invariantly it's the CIOs responsibility to identify these and build an organization internally that adapts, innovates and acts quickly. The CIO also acts as a filter and make the right bets while quickly weeding away technologies that fail to deliver.For brands and retailers like us, in our transformation journey, it's very important that we look at the business as a `whole' and not channels in isolation, because solving for the whole can unlock greater value than sum of parts. The key is to weave a single thread that connects every aspect of the business to draw actionable inputs and insights. Thus, data remains at the center of any transformation journey that one undertakes. While the tech waves keep shifting the underlying data gathered over years remain the same and becomes more valuable with advancement in data mining techniques, statistics and AI. So, its worthy early on to invest in building the probes across online and offline consumer and business touchpoints to build and nourish a data repository that acts as the base for any greater vision that the CIO might have ­ the extent of success for future initiatives would be highly correlated to this. The best way to analyse the impact of recent technologies on our business environment is to traverse along the value chain and understand how some of these are making a momentous shift in a newer direction. One of the primary goals for brands and retailers is around discovery and hence marketing effectiveness. From traditional modes of discovery like print, TV and OOH we have moved into an era of hyper targeting, social discovery and micro influencers. While each of these techniques have their pros and cons, the effectiveness of the overall campaign is a function of the interplay of these methods and how they work in tandem REBUILDING THE ECOMMERCE VALUE CHAINBy Jackson Fernandez, Head of Ecommerce, PUMA Group
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