Imagine you have a business, and it’s doing pretty well. You are selling your products online, and you feel it is time to ramp up your business. What would a layperson need to do to scale up their online business? The most obvious answer would be to post about your products on social media platforms like Instagram or Facebook. Beyond this, word-of-mouth business is the only way to go. Advertising on newspapers, radio, or TV might come to mind, but those services are out of reach for many small to medium businesses.
Some companies desire to make their presence known; some seek a spike in sales and customer reach. Other businesses might want to ensure that their knowledge is shared. Whatever the reason for seeking an advertisement, plenty of online advertising options are guaranteed to deliver your expectations.
It’s not easy. As a business owner, you might not give an extra boost in your marketing campaign. Or you know that more needs to be done, but you don’t know how to proceed.
How Datawrkz Come To Be
With offices in Austin, TX, Singapore, and India, Datawrkz is no stranger to the world of marketing. Committed to helping clients with online ad campaigns end-to-end, they have extensive consulting, technology, and marketing experience to drive the company. They saw the opportunity to become an AdTech company focused on a value-driven, outcome-based approach to meet clients’ requirements.
Closing deals without expertise on how to help clients meet their targets is detrimental to a company’s goals and visions. But many companies are focused only on winning deals. This is what sets Datawrkz apart from other companies. Client’s requirement is at the heart of their decisions. They believe in taking a tech-first approach to the market and democratizing a data-driven approach to digital advertising.
Datawrkz’s CEO and Founder Senthil Govindan shares while talking about the company. “I had been in consulting, technology, and marketing roles before I joined the AdTech firm I worked at prior to joining Datawrkz. While handling responsibilities as Head of Operations and Head of Products, I was able to observe the industry at close quarters. During this experience, I realized that there aren’t many digital advertising firms that are able to take a value-driven, outcome-based approach to a client’s requirements. Instead, there were multiple sales-oriented companies that focused on increasing revenue without knowing what to do once they won a deal.”
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Diving Into The Businesses Run By Datawrkz
Datawrkz has two business lines; an Independent Trading Desk that works with Agencies and Advertisers to help them with digital media strategy, planning, attribution, and, most importantly, active optimisation of their ad buys. Working across Search, Social, and Programmatic advertising channels in a platform-agnostic fashion to increase Return on Ad Spend (ROAS) for their clients.
The second business unit helps Publishers improve their monetisation from the traffic they generate to their website or app. On this front, Datawrkz leverages a mix of in-house and third-party tech to analyse revenue patterns, deploy ad units that drive better performance and mediate between demand sources to increase yield for the Publisher.
Datawrkz believes the most important purpose for the company is to fill in the gaps in the AdTech space. Best practices and techniques in the industry are areas with gaps. That is how the Vizibl suite of products was conceptualised filling in gaps for the Mid-Market.
So Is Datawrkz Different From Those In The Market?
The primary market for the Independent Trading Desk business is the mid-market brands and independent agencies in North America. They also work with publishers in Asia and Africa. As a company, Datawrkz strongly believes in being transparent with clients. This approach lets them share their strategies, pricing, and work report, giving their clients the ability to set up an audit campaign. This ensures customers are in the loop with actions taken in the ad campaign. Moreover, Datawrkz believes in taking a data-driven approach that helps them trim the fat and shift resources where needed.
The Nazara acquisition helps the friends at Nazara Network leverage almost all parts of the Datawrkz business. Datawrkz’s knowledge of Adtech helps drive both user acquisition and Ad monetisation. The Vizibl Suite can identify user cohorts that perform best. The Publisher inventory can generate increased awareness and organic app installs.
A major point that makes Datawrkz stand apart is its strong presence due to its market knowledge, case studies across multiple industries, and global operations team. Their go-to-market solution was achieved through repeated performance, hard work, and persistence. Their biggest challenge has been growing Datawrkz’s presence in the US market.
The Plan Going Forward – Datawrkz
Datawrkz is set up for fast-paced growth and intends to grow its Independent Trading Desk business in Europe, South East Asia, and India in the next couple of years. The target for landing and expanding the supply-side business unit in North America is next year. They will also be more aggressive in taking their product stack to the market by establishing it as a separate business unit. Currently, Datawrkz is looking at both organic and inorganic growth. Tapping into Narara’s immense knowledge will help accelerate both these avenues.
The Fab Leadership Team – Datawrkz
Senthil Govindan, Chief Executive Officer, Founder
Senthil has always been afflicted with wanderlust. He has a Bachelor’s degree in Engineering, followed by a Master of Science degree in Management Information Systems from the University of Arizona before an MBA from the Indian Institute of Management, Ahmedabad. He has experience working in the US, Japan, and Australia before heading back to India for his MBA and post-MBA career. Along the way, Senthil has worked across areas like consulting, solution architecture, B2B marketing, and Advertising in i2, Oracle, IBM, and Ozone Media. Senthil lives in Bangalore, India, and his wife and two kids, though he often says he spends a lot of his life on a plane!
Mayank Khirwadkar, Sr. Director, Operations and Product Management
Mayank Khirwadkar is Senior Director of Delivery and Product Management at Datawrkz. He brings over 17 years of experience in program management, client engagement, and business development. He has led several cross-functional teams and driven business outcomes for enterprise customers. He has an Engineering degree from Visvesvaraya Technological University and an MBA in General Management from IIM Ahmedabad.
Arunprabu Kesavan, Director, Business Solutions
Arun is a media & sales professional with a rich & rewarding experience of more than 10 years in digital media, market research & consulting. His education has backed up his expertise in Engineering from the College of Engineering, Guindy, Chennai & his MBA from IIM, Bangalore. He is the head of sales & publisher solutions & is responsible for driving the business development & revenue growth. Apart from the media industry, Arun has also worked with clients in FMCG, pharma, manufacturing, retail & real estate industries, thus bringing his vast experience to excellent use in helping his clients grow their businesses.
