Case Study on Shivputra Shambhuraje.

Organization profile: Client as an organization, conducts mega dramas which aim at helping the audience to relate with the past life of the legend Sambhuraje as a prince, warrior, poet and a son of Chhatrapati Shivaji.

Marketing campaign: In order to promote it across the city, mediums such as newspaper, hoardings, radio announcements, pamphlets and SMS were used inducing the audience to make a call on the Land-line number for ticket bookings or event related enquiries.

Challenge: Setting up a Call Centre (within a week) to manage ticket bookings and customer queries with the minimum consumption of resources.

Solution: Looking into the constraints and keeping pace with the technological advancements, VivaConnect proposed ‘CampaignConnect’- a Contractual Call Centre solution which was responsible for managing the communications during the event tenure. The organization just required to pay for the agents without investing on any infrastructure.

Apart from handling the inbound calls related to the event, CampaignConnect also involved:

  1. Infrastructure set-up
  2. Manpower recruitment and training
  3. Providing Landline number and PRI lines
  4. Status reporting and creating MIS Application


  • Real-time interactions enabled meaningful communications
  • Became easy for their audience to resolve their queries
  • Incoming calls went upto 700 on weekends
  • Each caller was addressed successfully

Two vital metrics to manage under Email Marketing.

If you are company that undertakes mailing activities in huge volume, it is essential to optimize delivery and response rates. Through this article, we would like to share the two vital metrics – High Bounce and Unsubscription rates, whose evaluation becomes a concern as it ultimately affects the success of a campaign.

Bounce Rate: It is the percentage of emails returned to the email server as ‘undeliverable’ due to mistyping or de-activation of email id, or prolonged non-usage of email to an extent that the inbox exceeds the maximum capacity.

Ways to overcome high bounce rate:

  • Check for email validity at the time of sign-up
  • Prune your list regularly
  • Periodic re-opt-ins
  • Send mails to only ‘subscribed’ users

Unsubscription Rate: It is the percentage of users who unsubscribe from your email campaign.

Ways to overcome unsubscription rate:

  • Keep unsubscription process easy
  • Duly comply to CAN-SPAM laws
  • Process the unsubscriptions quickly
  • Use an Unsubscription confirmation mail

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Managing your Big Data for effective use in future.

The availability of data in huge volumes and its analysis for decision-making is one of the challenging tasks. A similar issue was addressed by a well-known software product and technology services company, Persistent Systems. During Season 1 of much famous show Satyamev Jayate, the count of responses reached million while there were more than 1 billion impressions on web.

With such voluminous data, conducting a successful data analytics process was difficult. Hence, to give meaning to such data by making it usable, Persistent Systems kept on tweaking the system to manage the diverse data that was received. It created dashboards and meaningful visualizations for producers so that the reliable facts and figures can be deduced about the show. The data storage at the back-end was kept to justify the claims made during the show about the government.

The gist of this article is to understand the importance of effectively managing the data right from the collection process to storage, processing, managing and finally making it available for decision making. The above pattern will be more useful in case of policy decisions undertaken by the government as the nature of data is diverse and just a representation of the entire populace.

Some of the ways in Data Management include:

  • Data storage at the Chip or Data Centre Level
  • Virtualization and the Cloud
  • Data Builder
  • Database Table Audit
  • Label Builder
  • Facility Filtering

Article adapted from: