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Centralizing Marketing Data and Knowledge for Zydus

About the company

Working in the FinTech domain, our client aspired to leverage technology to create a personal finance institution that would equip customers with the knowledge and tools to achieve financial independence and well-being. Unlike traditional financial planning and advisory services, this FinTech venture’s offerings are rooted in psychology and human experience.
Zydus, a leading pharmaceutical company, operates in a dynamic and data-driven industry. In their marketing function, numerous data points and consumer insights are generated on a regular basis. However, due to the lack of a centralized system, this valuable knowledge remains scattered and underutilized.

01 Problem

Zydus faced several challenges in effectively leveraging the data and insights generated by its marketing team. The problems included:

    1. Dispersed Data: Data and insights were stored in various formats such as PowerPoint presentations, Excel sheets, Word documents, and audio/video files. These files were often stored on individual laptops or shared via email attachments, making it difficult to access and share information efficiently.
    2. Lost Knowledge: A significant amount of valuable knowledge was lost during handovers and backups. Once information was used, it was rarely referred to again, resulting in repeated work and missed opportunities to learn from previous experiences.
    3. Lack of Analysis: Trends over time were not analyzed due to the absence of a centralized repository for data. This made it challenging to identify patterns, draw meaningful insights, and make data-driven decisions.
    4. Limited Cross-Category Analysis: Without a common repository, it was difficult to perform cross-category analysis, hindering Zydus’ ability to gain a comprehensive understanding of market trends and competitor activities.

02 Solution

Atrina Technologies recognized the need to address these challenges and embarked on a solution to centralize marketing data and knowledge. The following steps were taken:

  1. Frontend and Backend Implementation: Atrina Technologies implemented a user-friendly frontend interface built using HTML, allowing easy data entry and retrieval. The backend was developed using Frappe, an open-source framework, which provided a flexible and scalable platform for data management.
  2. Database Integration: To streamline data storage and retrieval, Atrina Technologies leveraged MySQL, a reliable and robust database management system. This ensured secure storage of data and facilitated efficient search and analysis.
  3. Low Code No Code Approach: Atrina Technologies adopted a low code no code approach to development, enabling faster and cost-effective system implementation. This approach allowed non-technical users to contribute and collaborate effectively without the need for extensive programming knowledge.

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03 Impact

After successfully launching the application within 4 months of our association, Team Atrina delivered a tech-led solution that was smooth, secure, and seamless, along with a visual appeal that was perfectly in sync with the brand’s target audience. To help the company achieve growth, we also introduced pointed interventions such as a data-driven survey that helped us understand customers better while taking measures to enhance their loyalty!

Moreover, to help customers access the best results from the application, we also integrated a wide range of features such as:

  • For you feature: This section enables users to explore potential solutions, financial planning, behavioral score, as well as other parameters suited to their needs.
  • Market Insights: For this feature, we integrated several premium economic magazines as well as digital publications to help customers access
  • We also developed various tools like calculators to help users visualize returns

Currently, our team is also working on creating a metric-driven framework for different stakeholders to ensure the data-driven growth of this new-age Financial Services company!

With such great results consistently, we can proudly share that Atrina is the principal engineering consultant for this FinTech venture, showcasing our ability and reliability.

The implementation of a centralized marketing data and knowledge repository had a significant impact on Zydus’ marketing function:

  1. Improved Data Accessibility: With a centralized repository, employees had easy access to the latest data, eliminating the need for extensive search and reducing the risk of data loss.
  2. Enhanced Collaboration: The common repository facilitated seamless collaboration among team members, enabling them to share insights, best practices, and lessons learned. This promoted knowledge sharing and accelerated decision-making processes.
  3. Data-Driven Decision Making: The availability of historical data and trends allowed for in-depth analysis and better decision-making. Zydus could now identify patterns, track performance, and gain valuable insights to drive marketing strategies and campaigns.
  4. Cross-Category Analysis: The centralized repository enabled Zydus to perform comprehensive cross-category analysis, providing a holistic view of market dynamics and competitor activities. This empowered the marketing team to identify market gaps, spot emerging trends, and respond effectively to market changes.
By centralizing marketing data and knowledge, Zydus was able to leverage its vast resources more effectively, resulting in increased efficiency, improved decision-making, and ultimately, a greater return on investment (ROI).

04 Conclusion

Atrina Technologies’ solution to centralize marketing data and knowledge has proved to be a game-changer for Zydus. The successful implementation of a user-friendly frontend, robust backend, and database integration has allowed Zydus to unlock the full potential of its marketing insights.

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