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“We desire to be the most trusted data analytics partner”

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Priyanka Pugaokar
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Venkat Viswanathan Founder and Chairman LatentView Analytics

In a candid interaction with DQ Channels, Venkat Viswanathan, founder and chairman, LatentView Analytics briefs on solutions for data driven decisions around marketing spends of global giants

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What are the key offerings of LatentView Analytics? How these offerings help enterprises to improve business efficiency?

Venkat Viswanathan: LatentView Analytics is a global market leader in the Marketing Analytics space. It was founded by Ramesh Hariharan, Pramad Jandhy-ala and me in 2006, with the aim of providing global companies with high value predictive analytics services that would uncover significant insights that would drive their business. Our solutions are designed to help CMOs and Marketing heads make data driven decisions around their marketing spends. BidWiser, for example, helps Marketers optimize their pay per click keyword bids, thereby getting the maximum ROI on their search marketing. It also helps Marketers identify those ‘long tail’ keywords that can have a direct impact on business goals. Long tail keywords is a term used to describe less searched for words but whose combined search volumes may outweigh those of the top ten keywords. Another of our solutions, PanelMiner, helps Marketers put their data to use by converting unstructured HTML data into structured data, near real time.

How will you differentiate LatentView Analytics from other players in the market?

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Venkat Viswanathan: There are three things that set us apart from our competition--Our focus - We want to be the most trusted data analytics partner. This influences many of our business decisions and conversations both with internal as well as external stakeholders. Our talent - We recruit some of the best talent from engineering and business schools and offers them with a great work atmosphere, work-life balance and career growth. We enjoy some of the lowest attrition rates in the industry. Our location (Chennai) is also a huge advantage as there is less competition for the great talent than other cities like Bangalore. Our expertise -We have been recognized by our customers as leading providers in marketing analytics as well as big data.

What are the key segments that are driving growth of the company?

Venkat Viswanathan: We have always focused on larger players Fortune 500 companies, looking to influence at a CXO level. All our solutions are available globally. Our primary market is the US and most of our business comes from the US. Our work with large multinationals in India revolves primarily around customer management (CRM, retention, cross selling etc) and supply chain solutions. The top spenders in data analytics are technology and telecom, retail and e commerce, BSFI, CPG, entertainment and healthcare.

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How the company has nurtured relations with clients?

Venkat Viswanathan: Our entire business is driven by the (APN) and it has been beneficial to us in desire to be the most trusted data analytics partner to our clients. This defines the way we approach our work, our systems and processes, our hiring philosophy and our business decisions. We set up dedicated offshore Centers of Excellence (CoE) for our clients.      These CoEs, as we refer to them, spend significant time understanding the client’s business as well as market realities and are therefore able to identify Insights that are useful and actionable. Due to these efforts we enjoy some great long term client relationships that have allowed us to really engage. Our best relationships are those where we have been presented with a business problem and are encouraged to experiment and try different things with the data. We have been able to provide these clients with Insights that have shaped their go-to-market strategies and influenced their long term business plans. We enjoy this relation with almost all our long term clients.

How do you analyse growth of the company? What are your major achievements?

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Venkat Viswanathan: LatentView Analytics is today one of the fastest growing data analytics firms, doubling in scale year on year. We have received numerous accolades and awards that recognize both our growth as well as expertise. We have been named multiple times on the Red Herring Top 100 list as well as on the Deloitte Top 50. We were named Market Leaders in Marketing Analytics by independent research firm Sourcing Line (USA). Recently, we joined Amazon Web Services (AWS) Partner Network to be an Advanced Consulting Partner.

What are the benefits do you get since you have become Amazon Web Services (AWS) partner?

Venkat Viswanathan: We are an Advanced Consulting Partner of AWS Partner Network (APN) and it has been beneficial to us in numerous ways. APN is a global program that helps partner companies build a successful AWS-based business. The AWS team is great to work with and we enjoy knowledge sharing sessions with them. We are able to access to some of their great training enablement material and knowledge bases. We also get all the technical support we need whenever we request for help, and we work closely with AWS team on the solution architecture front.

What is the roadmap of the company in 2015 in India and globally?

Venkat Viswanathan: We will continue to increase our penetration in the US markets. We have also identified new focus markets for the year 2015. India is a significant market for us in the APAC region. We do expect this region to grow in the coming years. At the moment however, the US continues to shadow other markets when it comes to spending on data analytics.

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