WATConsult builds a real-time dashboard for Tata Nexon EV

The agency leverages its DASH services, a single view dashboard solution that monitors and analyses brand’s KPIs across touchpoints.…  

Mumbai: WATConsult, the globally awarded hybrid digital agency from the house of dentsu international, has scaled up its DASH offering with Tata Nexon EV, the electric SUV powered by Ziptron. The 360-degree digital dashboard – DASH, is a one-stop solution for the brand to view and analyse all its performance with real-time data and insights.   

As a part of its digital solution stack, WATConsult has helped the brand in getting a holistic view of its performance metrics across platforms and campaigns at a glance. This includes the brand’s content performance, platform wise volume of mentions, media overview and website overview. It also includes a demographic view of the brand’s performance across India geographies.   

Speaking on the advantages of using DASH, Heeru Dingra, CEO, WATConsult said, “Collating and evaluating the data sourced from a digital marketing campaign is a mammoth of a task, especially with the ever-increasing number of digital avenues one can leverage. DASH, at its core, was created with the aim of simplifying this task, bringing all your performance metrics onto one platform and processing them to provide an at-a-glance, easy to grasp summary. Leveraging the same for Tata Nexon EV, we equipped the all-in-one dashboard with real-time data for further convenience. It monitors and visualizes the brand’s KPIs across social media, analytics, websites and more. With DASH the extremely vital process of measuring return on investments and campaign effectiveness becomes much more streamlined and smoother.”  

Commenting on the same, Ramesh Dorairajan, Sr GM- Head-Electric Vehicles & Head-Network Management & Trade Finance, Tata Motors said, “As we all are living in the world of ever evolving digital landscape, data plays a vital role in strengthening our marketing strategies in many ways. It indeed brings a plethora of valuable insights on the table, which can further give a significant boost to the business. Considering the same and having launched the first ever electric car in the initial months of 2020, it was important for us to understand the metrics of our KPIs across platforms as well as Indian geographies. And having to map all-in-one go is any day a boon for the brand. We look forward to leverage the insights obtained from DASH and further its implantation in the coming times.”   

Dash is a tool that can track Paid, Owned & Earned metrics of all Integrated Digital Services the agency offers to a brand on one single Dashboard. It has integrated various platforms like ComScore, Facebook, Facebook Ads, Twitter, Twitter Ads, LinkedIn, LinkedIn Ads, Instagram, Instagram Ads, AdWords and DCM. With this, brands can now get access to Real-Time Data, Integration of Social Media Platforms, Ad Platforms, Web Analytics, Ability to Add Titles, Sections, Comments & Notes and Include Custom Data with CSV files.  

With the adoption of such integrated real-time data, all under one roof and with hassle-free accessibility, DASH enables consistency in measures and measurement procedures across stakeholders.  

About TATA NEXON EV – THE ELECTRIC SUV:

The Tata Nexon EV began its successful innings in January 2020, crafted as ‘India’s own Electric SUV’, is today acknowledged as the most preferred electric car in India, and is by far the best seller in its segment. Designed to offer thrilling, connected drive experience with zero emissions and at an attractive pricing, the Nexon EV, an aspirational SUV, delivers an anxiety-free long range on a single charge with zero emissions. It is equipped with a powerful and high-efficiency 129 PS permanent-magnet AC motor, powered by a high capacity 30.2 kWh lithium-ion battery. The EV comes with a best-in-industry dust and waterproof battery pack, which meets IP67 standards. Furthermore, it offers 35 Mobile Apps based connected features, ranging from remote commands, vehicle tracking to driving behavior analytics, navigation and remote diagnostics. With its compelling value-proposition, Nexon EV has emerged as the best-selling electric car in India. Currently, Tata Motors is leading the EV segment with a 71.1% (YTD FY21) market share. This accomplishment is a testament to the strong response from customers for India’s own electric SUV, the Tata Nexon EV. 

About WATConsult:  

WATConsult is the globally awarded hybrid digital agency from the house of Dentsu Aegis Network. It has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. It has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. Recently, the agency won a Gold in ‘Thriving Culture’ category at Social Samosa AgencyCon Awards and attained ‘The Best workplace & People development’ title by Business Leader awards. 

It has won 11 Agency of the Year awards including: ‘The Digital Agency of the year’ at Social Samosa’s AgencyCon awards 2020; The most influential digital agency of the year in 2019 by Brand Equity Agency Reckoner; ‘Display Agency of the Year at Digixx 2018; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017; Marketing Agency of the Year at MCube 2017; Digital Agency of the Year at Delhi Ad club awards 2017; Digital Agency of the year at DOD awards 2016; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards; ‘Boutique Media Agency of the Year’ at Media Ace Awards 2015, Mumbai, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi and ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore. 

About dentsu India:  

In addition to the dentsu branded agencies, dentsu international’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen. The network also includes the locally-acquired brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, mcgarrybowen India, Fractal Ink Design Studio Linked by Isobar, SVG Columbus and Merkle Sokrati.