| | JANUARY 20208THOUGHT LEADERSHIPDIGITAL CHANNELS' ROLE IN EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENTBy Ashwini Nithyanandam, Head - Marketing, Prestige GroupHighly passionate and performance driven, Ashwini is the youngest manager to head marketing for the retail wing of Prestige Group across India and holds over 14 years of leading and developing successful & award winning marketing programs through high performance teams in the retail industry.Marketers constantly seek data to gain insights into consumers and their de-cision journey. Digital mediums have disrupted traditional influ-ences, and the growth of online data has paved the way for various marketing analytical techniques. The consumer-brand relationship over digital mediums has become significant in deriving insights for improved ROI and precision tar-geting. Each digital channel has a role or relationship with the con-sumer. Brands use Search to be relevant to the consumer needs, Display to intercept consumers, Social connects brands to consum-ers in key moments, and Video en-gages with the consumers. It is im-perative that we use key metrics to
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