Surajit Ghosh
👤 SpeakerAppearances Over Time
Podcast Appearances
Depending on the country and the market, there are some specific rules and guardrails that you have to be aware of.
Any process that you think that is maybe not digitized or maybe not data-driven, you can optimize.
I look at it like a pendulum.
So one side of the pendulum, you have complete gut-based decision-making.
The other extreme is completely data-driven.
So the idea was, can we swing this pendulum a little bit towards data-driven from where we are?
Yeah, sure.
There are quite a few, but if I want to...
Pick one of them.
Give me the most fun one.
Fun one, maybe the most complex one.
Let's take that one.
I think we spend quite a bit on advertising.
And Heineken is largely a lot of it marketing company.
And we really care about our brands and products.
We are almost obsessed with it.
Let's take an example.
Let's say you have X million dollars as your budget.
And you have two brands, let's say Heineken and Dos Equis.
I think the audience here will be familiar with that.