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Accurate data essential for advertising campaign: Group M Policy officer

Mumbai, May 4 (UNI) Since data is the centrepiece of the advertising process, accurate data is essential for any advertising campaign, said M A Parthasarathy, Chief Policy officer, Group M South Asia, on Sunday.
Speaking on the topic ‘Data Driven Insight and Measurement in Advertising’ organised at the Global
Audiovisual and Entertainment Summit, 2025 at Jio World Centre, here, he said to get accurate data, research, proper planning and evaluation are required.
Parthasarathy said while collecting information through social research, it is necessary to obtain information based on sampling methods, census, survey, probability-based, fixed information, selected customers.
Based on this information, it becomes easy to reach the right elements through various digital media, he noted.
It is necessary to collect information for advertising based on age group, gender, preferences, online behaviour, therefore, while collecting data for customers, their clear consent and assurance are very important, added Parthasarathy.
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